Dear Partner,

Twelve months ago, the world was upside down. The fear, and the reasons for it, were very real. How low would
the markets go? How many banks would fail? Would the American automobile industry go bankrupt? What
about falling home prices or mounting job losses? What about you and me?

The concerns were valid. They linger still. Would another shoe drop? If so, when? The thinking was as
pessimistic as I have ever seen. It felt like a complete meltdown. Everyone was paralyzed.

There were so many reasons to worry, but I had to get past them. Worrying wouldn’t improve the situation. It

Chairman’s Letter
takes you to a dark, pessimistic place. One you can’t lead from.

So I made a real effort to not worry, particularly about things outside our control. Instead choosing to plan and
focus on the things we could influence, get back to fundamentals, and simply get better at everything we could
control. Period.

When you grow up and live your life in Columbus, Ohio, The Ohio State University, and our football team, are
major influences. I’m a proud alum, a Trustee, a Buckeye through and through.

Jim Tressel, the Buckeye’s head football coach, is a terrific and thoughtful teacher. Plain spoken and smart. I am
always fascinated by his post-game remarks. Whether Ohio State wins or loses, captures the Big Ten
Championship, the Rose Bowl or even the National Championship, he always says the same thing: “We need to
get better.”

He consistently compliments his competitor. He learns from victory and defeat.

We must too.

Always staying humble and curious. Learning from wins and losses. Simply, getting better.

As 2009 began, I was very focused on “getting better” and what it meant to us. Re-emphasizing the
fundamentals. Precise priorities. Getting, and keeping, our inventories lean and fresh. Maximizing our time,
every day, week and month. Looking for, and finding, every opportunity. Tightening calendars, creating bigger
ideas and productive actions that influence decisions. Disciplined and fresh thinking. Constantly striving for
better and faster. Deliberately focusing everyone on what we’d do, and, as importantly, what we wouldn’t do.

We had to be frugal with resources, time and money. And we were. We streamlined the business, stayed lean and
quick, and concentrated all our efforts on the few things that could produce the biggest returns—the few that
produce the many.

Most of all, as fashion retailers, we needed to get even closer to the customer. More travel and more time in
stores. More observation, understanding and insight. Retailing is a “contact sport.” You have to be in physical
contact with the customer. Seeing what she buys, what shopping bags she carries. Real world, in real time. Not
research or analysis.

That was the game plan we laid out, and we executed to it.

And by doing all that, 2009 went from a problem to a year of opportunity. In the “fierce urgency of now,” we
refocused our thinking, ourselves, our entire team, on what makes our brands, in my view, the best and most
sustainable in the world. I’ve said it before, and I believe it now more than ever: I wouldn’t trade brands or
businesses with any of our competitors. I believe in our brands, and our leaders, and have confidence in our
customers and our unique emotional connection to them.

We delivered better-than-expected profits across 2009, particularly in the fourth quarter, where our comps
increased by 1 percent, and gross margins, operating income and earnings per share increased dramatically.

What does this tell me? When you have negligible sales increases, with substantial increases in margin and
income, you’re getting better. Better assortments, better execution and better customer focus. Simply put, getting
better at giving the customer what she wants.

Our narrow focus on big opportunities, clear and few priorities, quick decisions and clear connection to
customers were all key to our improved results.

Our operating margins also improved significantly, to about 10 percent of sales. A better result, with room for
improvement. We’re focused on getting operating margins to 15 percent and believe we can get there within
three years through the power of our brands and the intensity of our focus.

We have terrific brands, with loyal customers. Victoria’s Secret is one of the best, and most recognized, brands in
the world. And Bath and Body Works is the dominant beauty and personal care specialty retailer in the United
States. They are our powerhouses, with enormous growth potential, both domestically and internationally, ahead
of them. In fact, we are already beginning to see early international success with Bath and Body Works, and most
recently, Pink, in Canada.

Pink, with about $1 billion in domestic sales, is just beginning to realize its potential, as is La Senza. And Henri
Bendel is beginning to gain traction. Strong brands, with bright futures.

With great brands comes great responsibility. Coach Tressel teaches, “It matters how you play the game.” He’s
right. I have always believed the measure of an individual, or an organization, is how they respond to adversity.
Pressure tests convictions. When it’s easy to opt out, or quit, or think selfishly, how do you behave? When it’s
easy to say “no,” do you still say “yes”?

We always strive to do the right thing. 2009 was a tough year for many, but that simply meant our commitments
to community, customers, associates, suppliers and vendors were all the more important. The world was
unpredictable, but we were stable and safe. And everyone we touch needed to know they could rely on us.

So we continued, as a business and individuals, to be major contributors to United Way and other community
organizations. Our associates volunteered tens of thousands of hours to local agencies, we responded
immediately to the Haiti Relief Fund and we financially supported more than 200 non-profits. We never pulled
back on anything. I’m really proud of that, and so are our associates.

For 2010, and the future, we will continue to be careful and focused, and conservative in our thinking, with a
major emphasis on speed and flexibility. We’ll be frugal with our resources, time and money. We’ll use our
instincts and intuition to be even faster, and we’ll stay even closer to the customer.

Like Coach Jim Tressel, I’m proud of all the players on our team. We too have a long tradition of success, and a
constant determination to get better and better and better. That’s the game, and our game plan. Simple, but not
easy.

Thanks to all of you.

Sincerely,

Leslie H. Wexner
Chairman and CEO
 Proxy Statement
Notice of
Annual Meeting of Stockholders
and Proxy Statement
May 27, 2010
 Important Notice Regarding the Availability of Proxy Materials for the Stockholder Meeting to Be
Held on May 27, 2010: The proxy statement and annual report to stockholders are available at
http://www.proxyvote.com.
 April 7, 2010

DEAR STOCKHOLDER:

You are cordially invited to attend our 2010 annual meeting of stockholders to be held at 9:00 a.m., Eastern
Time, on May 27, 2010, at our offices located at Three Limited Parkway, Columbus, Ohio 43230. Our Investor
Relations telephone number is 614-415-6400 should you require assistance in finding the location of the meeting.
The formal Notice of Annual Meeting of Stockholders and proxy statement are attached. If you plan to attend,
please bring the Admittance Slip located after the Company Information page and a picture I.D., and review the
attendance information provided. I hope that you will be able to attend and participate in the meeting, at which
time I will have the opportunity to review the business and operations of Limited Brands.

Proxy Statement
The matters to be acted upon by our stockholders are discussed in the Notice of Annual Meeting of
Stockholders. It is important that your shares be represented and voted at the meeting. Accordingly, after reading
the attached proxy statement, would you kindly sign, date and return the enclosed proxy card or vote by
telephone or via the Internet as described on the enclosed proxy card. Your vote is important regardless of the
number of shares you own.

Sincerely yours,

Leslie H. Wexner
Chairman of the Board
[THIS PAGE INTENTIONALLY LEFT BLANK]
 NOTICE OF ANNUAL MEETING OF STOCKHOLDERS
May 27, 2010

April 7, 2010

TO OUR STOCKHOLDERS:

We are pleased to invite you to attend our 2010 annual meeting of stockholders to:
• Elect four directors to serve for a three-year term as described in the accompanying proxy statement.
• Ratify the appointment of our independent registered public accountants.

Proxy Statement
• Transact such other business as may properly come before the meeting.

Stockholders of record at the close of business on March 29, 2010 may vote at the meeting. If you plan to
attend, please bring the Admittance Slip located after the Company Information page and a picture I.D.,
and review the attendance information provided.

Your vote is important. Stockholders of record can give proxies by calling a toll-free telephone number, by
using the Internet or by mailing their signed proxy cards. Whether or not you plan to attend the meeting, please
vote by telephone or via the Internet or sign, date and return the enclosed proxy card in the envelope provided.
Instructions are included on your proxy card. You may change your vote by submitting a later dated proxy
(including a proxy via telephone or the Internet) or by attending the meeting and voting in person.

By Order of the Board of Directors

Leslie H. Wexner
Chairman of the Board
 PROXY STATEMENT TABLE OF CONTENTS

Information About the Annual Meeting and Voting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Proposal 1: Election of Directors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Proposal 2: Ratification of the Appointment of Independent Registered Public Accountants . . . . . . . . . . . . . 11
Compensation-Related Matters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Compensation Discussion and Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Summary Compensation Table . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Grants of Plan-Based Awards for Fiscal 2009 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Outstanding Equity Awards at Fiscal Year-End for Fiscal 2009 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Option Exercises and Stock Vested Information For Fiscal 2009 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Retirement and Other Post-Employment Benefits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Fiscal 2009 Director Compensation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
Report of the Compensation Committee . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
Security Ownership of Directors and Management . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
Section 16(a) Beneficial Ownership Reporting Compliance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Share Ownership of Principal Stockholders . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
Report of the Audit Committee . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
Independent Registered Public Accountants . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
Other Matters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
Stockholder Proposals for Next Year . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
Solicitation Expenses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
 INFORMATION ABOUT THE ANNUAL MEETING AND VOTING

The Board of Directors of Limited Brands, Inc. is soliciting your proxy to vote at our 2010 annual meeting
of stockholders (or at any adjournment of the meeting). This proxy statement summarizes the information you
need to know to vote at the meeting. “We,” “our,” “Limited Brands” and the “Company” refer to Limited
Brands, Inc.

We began mailing this proxy statement and the enclosed proxy card, or the Notice of Internet Availability of
Proxy Materials (the “Notice”), on or about April 16, 2010 to all stockholders entitled to vote. Limited Brands’
2009 Annual Report on Form 10-K, which includes our financial statements, is being sent with this proxy
statement and is available in paper copy by request or in electronic form.

Date, Time and Place of Meeting

Date: May 27, 2010

Proxy Statement
Time: 9:00 a.m., Eastern Time
Place: Three Limited Parkway, Columbus, Ohio 43230

Attending the Meeting

Stockholders who plan to attend the meeting in person must bring photo identification and the Admittance
Slip located after the Company Information page. Because of necessary security precautions, bags, purses and
briefcases may be subject to inspection. To speed the admissions process, stockholders are encouraged to bring
only essential items. Cameras, camcorders or video taping equipment are not allowed.

Shares Entitled to Vote

Stockholders entitled to vote are those who owned Limited Brands common stock (which we refer to
throughout this proxy statement as “Common Stock”) at the close of business on the record date, March 29,
2010. As of the record date, there were 323,419,193 shares of Common Stock outstanding. Each share of
Common Stock that you own entitles you to one vote.

Voting Your Shares

Whether or not you plan to attend the annual meeting, we urge you to vote. Stockholders of record can give
proxies by calling a toll-free telephone number, by using the Internet or by mailing their signed proxy cards. The
telephone and Internet voting procedures are designed to authenticate stockholders’ identities, to allow
stockholders to give their voting instructions and to confirm that stockholders’ instructions have been recorded
properly. If you are voting by mail, please complete, sign and date the enclosed proxy card and return it promptly
in the envelope provided. If you are voting by telephone or via the Internet, please use the telephone or Internet
voting procedures set forth on the enclosed proxy card. Returning the proxy card or voting via telephone or the
Internet will not affect your right to attend the meeting and vote.

The enclosed proxy card indicates the number of shares that you own.

Voting instructions are included on your proxy card. If you properly fill in your proxy card and send it to us
or vote via telephone or the Internet in time to vote, one of the individuals named on your proxy card (your
“proxy”) will vote your shares as you have directed. If you sign the proxy card or vote via telephone or the
Internet but do not make specific choices, your proxy will follow the Board’s recommendations and vote your
shares for the following matters:
• “FOR” the election of the Board’s four nominees for director (as described on pages 4 through 6).
• “FOR” the ratification of the appointment of our independent registered public accountants (as
described on page 11).

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 If any other matter is properly presented at the meeting, your proxy will vote in accordance with his or her
best judgment. At the time this proxy statement went to press, we knew of no other matters to be acted on at the
meeting. See “Vote Necessary to Approve Proposals” for a discussion of the votes required to approve these
items.

Certain stockholders received a Notice containing instructions on how to access this proxy statement and
our Annual Report on Form 10-K via the Internet. Those stockholders should refer to the Notice for instructions
on how to vote.

Revoking Your Proxy

You may revoke your proxy by:
• submitting a later dated proxy (including a proxy via telephone or the Internet),
• notifying our Secretary at our principal executive offices at Three Limited Parkway, Columbus, Ohio,
in writing before the meeting that you have revoked your proxy, or
• voting in person at the meeting.

Voting in Person
If you plan to vote in person, a ballot will be available when you arrive. However, if your shares are held in
the name of your broker, bank or other nominee, you must bring an account statement or letter from the nominee
indicating that you were the beneficial owner of the shares at the close of business on March 29, 2010, the record
date for voting.

Appointing Your Own Proxy

If you want to give your proxy to someone other than the individuals named as proxies on the proxy card,
you may cross out the names of those individuals and insert the name of the individual you are authorizing to
vote. Either you or that authorized individual must present the proxy card at the meeting.

Quorum Requirement
A quorum of stockholders is necessary to hold a valid meeting. The presence in person or by proxy at the
meeting of holders of shares representing at least one-third of the votes of the Common Stock entitled to vote
constitutes a quorum. Abstentions and “broker non-votes” are counted as present for establishing a quorum. A
broker non-vote occurs on an item when a broker is not permitted to vote on that item absent instruction from the
beneficial owner of the shares and no instruction is given.

Vote Necessary to Approve Proposals

• Pursuant to the Company’s Bylaws, each director will be elected by a majority of the votes cast with
respect to such director. A majority of the votes cast means that the number of votes “for” a director’s
election must exceed 50% of the votes cast with respect to that director’s election. Under Delaware
law, if the director is not elected at the annual meeting, the director will continue to serve on the Board
as a “holdover director.” As required by the Company’s Bylaws, each director has submitted an
irrevocable letter of resignation as director that becomes effective if he or she does not receive a
majority of votes cast in an election and the Board accepts the resignation. If a director is not elected,
the Nominating & Governance Committee will consider the director’s resignation and recommend to
the Board whether to accept or reject the resignation.
• The ratification of Ernst & Young LLP as our independent registered public accountants requires the
affirmative vote of a majority of the votes present in person or by proxy and voting thereon.

2
Impact of Abstentions and Broker Non-Votes
You may “abstain” from voting for any nominee in the election of directors and for the ratification of
Ernst & Young LLP as the Company’s independent registered public accountants. Abstentions will not count as a
vote cast with respect to the election of directors or the ratification of Ernst & Young LLP. Abstentions with
respect to the ratification of Ernst & Young LLP will be excluded entirely from the vote and will have no effect.

In addition, under New York Stock Exchange (“NYSE”) rules, if your broker holds your shares in its name,
your broker is permitted to vote your shares on the ratification of Ernst & Young LLP, even if it does not receive
voting instructions from you. Prior to 2010, the election of directors was considered a matter for which brokers
were permitted to vote your shares. Beginning this year, brokers are no longer permitted to vote your shares for
the election of directors without specific instruction. A “broker non-vote” occurs when a broker submits a proxy
but refrains from voting. Shares represented by broker non-votes are counted as present or represented for
purposes of determining the presence of a quorum but are not counted as otherwise present or represented.

Proxy Statement
Obtaining Additional Copies of the Proxy Materials
We have adopted a procedure called “householding.” Under this procedure, stockholders who share the
same last name and reside at the same mailing address will receive one Notice or one set of proxy materials (if
they have elected to receive hard copies of the proxy materials), unless one of the stockholders at that address has
notified us that they wish to receive individual copies. Stockholders who participate in householding continue to
receive separate control numbers for voting. Householding does not in any way affect dividend check mailings.

If you hold Limited Brands Common Stock and currently are subject to householding, but prefer to receive
separate copies of proxy materials and other stockholder communications from Limited Brands, or if you are
sharing an address with another stockholder and would like to consent to householding, you may revoke or grant
your consent to householding as appropriate at any time by calling toll-free at 1-800-579-1639.

A number of brokerages and other institutional holders of record have implemented householding. If you
hold your shares beneficially in street name, please contact your broker or other intermediary holder of record to
request information about householding.

3
 ELECTION OF DIRECTORS

The Board of Directors has nominated four directors for election at the annual meeting. If you elect the four
nominees, they will hold office for a three-year term expiring at the 2013 annual meeting or until their successors
have been elected. All nominees are currently serving on our Board of Directors.

We believe that our Board as a whole possesses the right diversity of experience, qualifications and skills to
oversee and address the key issues facing our Company. In addition, we believe that each of our directors
possesses key attributes that we seek in a director, including strong and effective decision-making,
communication and leadership skills. Set forth below is additional information about the experience and
qualifications of each of the nominees for director, as well as each of the current members of the Board, that led
the Nominating & Governance Committee and Board of Directors to conclude, at the time each individual was
nominated to serve on the Board of Directors, that he or she would provide valuable insight and guidance as a
member of the Board of Directors.

Your proxy will vote for each of the nominees unless you specify otherwise. If any nominee is unable to
serve, your proxy may vote for another nominee proposed by the Board of Directors. We do not know of any
nominee of the Board of Directors who would be unable to serve as a director if elected.

The Board of Directors Recommends a Vote FOR the Election of All of the Following Nominees of the
Board of Directors:

Nominees and Directors

Nominees of the Board of Directors for Election at the 2010 Annual Meeting.

Dennis S. Hersch Director since 2006 Age 63

Mr. Hersch is President of N.A. Property, Inc., through which he acts as a business advisor to Mr. and
Mrs. Wexner, and has done so since February 2008. He also serves as a trustee of several trusts established by
Mr. and Mrs. Wexner. He was a Managing Director of JPMorgan Securities Inc., an investment bank, from
December 2005 through January 2008, where he served as the Global Chairman of its Mergers & Acquisitions
Department. Mr. Hersch was a partner of Davis Polk & Wardwell LLP, a New York law firm, from 1978 until
December 2005. Mr. Hersch has been a director of Clearwire Corporation, a wireless, high-speed Internet service
provider, since November 2008. Mr. Hersch’s nomination is supported by his legal and financial expertise, as
well as his considerable experience with corporate governance matters, strategic issues and corporate
transactions.

David T. Kollat Director since 1976 Age 71

Dr. Kollat has been Chairman of 22, Inc., a management consulting firm, since 1987. He is also a director of
Big Lots, Inc., a retailer, Select Comfort Corporation, a bed manufacturing company, and Wolverine World
Wide, Inc., a footwear, apparel and accessories manufacturing company. In addition to his broad business
experience (including service on several boards of directors) and marketing expertise, Dr. Kollat’s nomination is
supported by his particular experience in the retail, apparel and other related industries, both at the management
and board levels.

William R. Loomis, Jr. Director since 2005 Age 62

Mr. Loomis was a General Partner or Managing Director of Lazard Freres & Co., an investment bank, from
1984 to 2002. After the formation of Lazard LLC in 2000, he became the Chief Executive Officer of the new
entity. Mr. Loomis became a Limited Managing Director of Lazard LLC in 2002 and resigned from that position

4
in March 2004. Through 2005, Mr. Loomis was a member of the Board of Directors of Alcan, Inc. Since January
2009, Mr. Loomis has been an independent financial advisor. Mr. Loomis’s nomination is supported by his
executive experience, financial expertise and substantial history as a senior strategic advisor to complex
businesses and multiple executives.

Leslie H. Wexner Director since 1963 Age 72

Mr. Wexner has been Chief Executive Officer of Limited Brands since he founded the Company in 1963,
and Chairman of the Board for more than forty years. Mr. Wexner is the husband of Abigail S. Wexner.
Mr. Wexner’s nomination is supported by his leadership of the Company since its inception, demonstrated
through its substantial growth.

Directors Whose Terms Continue until 2011 Annual Meeting

Proxy Statement
Donna A. James Director since 2003 Age 52

In April 2006, Ms. James established Lardon & Associates LLC, a business and executive advisory services
firm, where she is Managing Director. Ms. James served as the President of Nationwide Strategic Investments, a
division of Nationwide Mutual Insurance Company (“Nationwide”), from 2003 through March 31, 2006.
Ms. James served as Executive Vice President and Chief Administrative Officer of Nationwide and National
Financial Services from 2000 until 2003. Ms. James served as Chairman of Financial Settlement Services
Agency, Inc. from 2005 through 2006. She is a director of Coca-Cola Enterprises Inc., a nonalcoholic beverages
company, Conseco, Inc., an insurance company, and Time Warner Cable Inc., a provider of video, data and voice
services. Ms. James’s nomination was supported by her executive experience, financial expertise, service on
several boards of directors and experience with respect to corporate diversity and related issues.

Jeffrey H. Miro Director since 2006 Age 67

Mr. Miro has been a senior partner of the Honigman Miller Schwartz and Cohn LLP law firm since
November 2004. He was a partner and Chairman of the law firm of Miro Weiner & Kramer from 1981 until
November 2004. He is an Adjunct Professor of Law at The University of Michigan Law School, teaching courses
in taxation and corporate governance. Mr. Miro is a director of M/I Homes, Inc., a national home building
company, and was a director of Sotheby’s Holdings, Inc. until May 2006. Mr. Miro’s nomination was supported
by his legal expertise, particularly with respect to corporate governance and real estate, which are matters of
considerable importance to the Company.

Raymond Zimmerman Director since 1984 Age 77

Mr. Zimmerman is the Chief Executive Officer of Service Merchandise LLC. Mr. Zimmerman was
Chairman of the Board and Chief Executive Officer of 99¢ Stuff, LLC from 1999 to 2003 and the Chairman of
the Board and Chief Executive Officer of 99¢ Stuff, Inc. from 2003 to 2008. In January 2007, 99¢ Stuff, Inc.
filed a voluntary petition under Chapter 11 of the United States Bankruptcy Code and in October 2007 99¢ Stuff,
Inc. emerged from bankruptcy. Mr. Zimmerman’s nomination was supported by his financial expertise and broad
business experience, particularly in the retail sector.

Directors Whose Terms Continue until 2012 Annual Meeting

James L. Heskett Director since 2002 Age 77

Professor Heskett is a Baker Foundation Professor Emeritus at the Harvard University Graduate School of
Business Administration, where he has served on the faculty and administration since 1965. Professor Heskett

5
served as a member of the Board of Directors of Office Depot, Inc. through 2006 and as a member of the Board
of Directors of Intelliseek through 2005. Professor Heskett’s nomination was supported by his broad expertise
with respect to a range of management and organizational matters, including customer relationship management,
service management and entrepreneurship.

Allan R. Tessler Director since 1987 Age 73

Mr. Tessler has been Chairman of the Board and Chief Executive Officer of International Financial Group,
Inc., an international merchant banking firm, since 1987. He has been Chairman of the Board of Epoch
Investment Partners, Inc., an investment management company and formerly J Net Enterprises, since 2004. He
was Chief Executive Officer and Chairman of the Board of J Net Enterprises from 2000 to 2004. Mr. Tessler was
Chairman of the Board of InterWorld Corporation from 2001 to 2004. Mr. Tessler was Chairman of Checker
Holdings Corp. IV from 1997 to 2009. Mr. Tessler has served as a director of TD Ameritrade, a securities
brokerage company, since November 2006. Mr. Tessler serves on TD Ameritrade’s Audit Committee.
Mr. Tessler’s nomination was supported by his broad business experience and financial expertise, together with
his involvement in various public policy issues.

Abigail S. Wexner Director since 1997 Age 48

Mrs. Wexner is Chair of the Boards of Directors of Nationwide Children’s Hospital Inc. and Nationwide
Children’s Hospital; Founder and Chair of the Boards of the Columbus Coalition Against Family Violence,
KidsOhio.org and the Center for Child and Family Advocacy; Vice Chair of the Board of KIPP Journey
Academy; and a Trustee of The Wexner Center Foundation and the United States Equestrian Team Foundation.
Mrs. Wexner is the wife of Leslie H. Wexner. Mrs. Wexner’s nomination was supported by her executive and
legal experience, as well as her expertise with respect to a wide range of diversity, philanthropic and public
policy issues.

Former Director
Jeffrey B. Swartz, a member of our Board of Directors since 2005, has informed the Company that he will
retire effective May 27, 2010, at the conclusion of our 2010 annual meeting.

Director Independence
The Board has determined that each of the individuals nominated to serve on the Board of Directors, other
than Dennis S. Hersch and Leslie H. Wexner, together with each of the members of the Board who will continue
to serve after the 2010 annual meeting of stockholders (except for Abigail S. Wexner), has no material
relationship with the Company other than in his or her capacity as a director of the Company and that each is
“independent” in accordance with applicable NYSE standards. Following the annual meeting of stockholders, if
all director nominees are elected to serve as our directors, independent directors will constitute more than
two-thirds of our Board.

In making these determinations, the Board took into account all factors and circumstances that it considered
relevant, including, where applicable, the existence of any employment relationship between the director (or
nominee) or a member of the director’s (or nominee’s) immediate family and the Company; whether within the
past three years the director (or nominee) has served as an executive officer of the Company; whether the director
(or nominee) or a member of the director’s (or nominee’s) immediate family has received, during any twelve-
month period within the last three years, direct compensation from the Company in excess of $120,000; whether
the director (or nominee) or a member of the director’s (or nominee’s) immediate family has been, within the last
three years, a partner or an employee of the Company’s internal or external auditors; and whether the director (or
nominee) or a member of the director’s (or nominee’s) immediate family is employed by an entity that is
engaged in business dealings with the Company. The Board has not adopted categorical standards with respect to

6
director independence. The Board believes that it is more appropriate to make independence determinations on a
case-by-case basis in light of all relevant factors.

Board Leadership Structure

Mr. Leslie H. Wexner, nominated this year for reelection to the Board, serves as Chairman of the Board and
Chief Executive Officer of the Company. Mr. Wexner is the founder of the Company and has served as its
Chairman and Chief Executive Officer for over forty years. Mr. Wexner (through his personal holdings and
associated trusts) is also the Company’s largest shareholder. The Board believes that Mr. Wexner’s experience
and expertise in the Company’s business and operations is unrivaled and that he is uniquely qualified to lead the
Company. Accordingly, the Company believes that Mr. Wexner’s service as both Chairman of the Board and
Chief Executive Officer is a significant benefit to the Company and provides more effective leadership than
could be achieved in another leadership structure.

The Board has designated Allan R. Tessler, the Chairperson of the Nominating & Governance Committee,

Proxy Statement
to serve as the lead independent director, among other things, presiding over all executive sessions of
non-management directors. The Company believes that the lead independent director structure, including
Mr. Tessler’s service as lead independent director, offers independent oversight of the Company’s management
to complement the leadership that Mr. Wexner provides to the Board as its Chairman.

Risk Oversight; Certain Compensation Matters

The Company’s Board of Directors, directly and through the Audit Committee and other Committees of the
Board, takes an active role in the oversight of the Company’s policies with respect to the assessment and
management of enterprise risk. Among other things, the Board has policies in place for identifying the senior
executive responsible for key risks as well as the Board Committees with oversight responsibility for particular
key risks. In a number of cases, oversight is conducted by the full Board.

Among other things, the Company, including the Compensation Committee of the Board, has evaluated the
Company’s compensation structure from the perspective of enterprise risk. The Company, including the
Compensation Committee, believes that the Company’s compensation structures are appropriate and do not
incent inappropriate taking of business risks.

Information Concerning the Board of Directors

Meeting Attendance.
Our Board of Directors held 7 meetings in fiscal year 2009. During fiscal year 2009, all of the directors
(except Mr. Swartz) attended 75% or more of the total number of meetings of the Board and of the committees of
the Board on which they served.

Committees of the Board of Directors

Audit Committee.
The Audit Committee of the Board is instrumental in the Board’s fulfillment of its oversight responsibilities
relating to (i) the integrity of the Company’s financial statements, (ii) the Company’s compliance with legal and
regulatory requirements, (iii) the qualifications, independence and performance of the Company’s independent
auditors and (iv) the performance of the Company’s internal audit function. The current members of the Audit
Committee are Ms. James (Chair) and Messrs. Loomis, Tessler and Zimmerman. The Board has determined that
each of the Audit Committee members meets the independence, expertise and experience standards established
by the NYSE and the Securities and Exchange Commission (the “Commission”) for service on the Audit
Committee of the Company’s Board of Directors and for designation as an “audit committee financial expert”
within the meaning of the regulations promulgated by the Commission.

7
 The Report of the Audit Committee can be found on page 42 of this proxy statement. The Audit Committee
held 14 meetings in fiscal year 2009.

Compensation Committee.
The Compensation Committee of the Board (i) oversees the Company’s compensation and benefits
philosophy and policies generally, (ii) evaluates the Chief Executive Officer’s (the “CEO”) performance and
oversees and sets compensation for the CEO, (iii) oversees the evaluation process and compensation structure for
other members of the Company’s senior management and (iv) fulfills the other responsibilities set forth in its
charter. During fiscal year 2009 the members of the Compensation Committee were Dr. Heskett (Chair),
Mr. Miro, Dr. Kollat (beginning in March 2009) and (until September 2009) Mr. Swartz. All such individuals,
other than Mr. Swartz, continue to serve on such Committee. The Board has determined that each of the
Compensation Committee members is “independent” in accordance with applicable NYSE standards.

The Report of the Compensation Committee can be found on page 37 of this proxy statement. The
Compensation Committee held 9 meetings in fiscal year 2009.

Executive Committee.
The Executive Committee of the Board may exercise, to the fullest extent permitted by law, all of the
powers and authority granted to the Board. Among other things, the Executive Committee may declare
dividends, authorize the issuance of stock and authorize the seal of Limited Brands to be affixed to papers that
require it. The current members of the Executive Committee are Messrs. Wexner (Chair) and Tessler.

Finance Committee.
The Finance Committee of the Board periodically reviews our financial position and financial arrangements
with banks and other financial institutions. The Finance Committee also makes recommendations on financial
matters that it believes are necessary, advisable or appropriate. The current members of the Finance Committee
are Mr. Tessler (Chair), Mr. Hersch, Dr. Kollat, Mr. Loomis, Mrs. Wexner and Mr. Zimmerman.

The Finance Committee held one meeting in fiscal year 2009.

Nominating & Governance Committee.

The Nominating & Governance Committee of the Board identifies and recommends to the Board candidates
who are qualified to serve on the Board and its committees. The Nominating & Governance Committee considers
and reviews the qualifications of any individual nominated for election to the Board by stockholders. It also
proposes a slate of candidates for election as directors at each annual meeting of stockholders. The Nominating &
Governance Committee also develops and recommends to the Board, and reviews from time to time, a set of
corporate governance principles for the Company and monitors compliance with those principles. The current
members of the Nominating & Governance Committee are Mr. Tessler (Chair), Dr. Heskett, Ms. James and
Mr. Miro. The Board has determined that each of the Nominating & Governance Committee members is
“independent” in accordance with applicable NYSE standards.

The Nominating & Governance Committee develops and recommends to the Board criteria and procedures
for the selection and evaluation of new individuals to serve as directors and committee members. It also reviews
and periodically makes recommendations to the Board regarding the composition, size, structure, practices,
policies and activities of the Board and its committees. In making its assessment and in identifying and
evaluating director nominees, the Nominating & Governance Committee takes into account the qualification of
existing directors for continuing service or re-nomination which may be affected by, among other things, the
quality of their contributions, their attendance records, changes in their primary employment or other business

8
affiliations, the number of boards of publicly held companies on which they serve, or other competing demands
on their time and attention. While the Board has not established any specific minimum qualifications for director
nominees, as indicated in the Company’s corporate governance principles, the directors and any potential
nominees should be individuals of diverse backgrounds who possess the integrity, judgment, skills, experience
and other characteristics that are deemed necessary or desirable for the effective performance of the Board’s
oversight function. Certain of the skills, qualifications and particular areas of expertise considered with respect to
the members of the Board of Directors at the time each Director was nominated are summarized in the director
biographies found on pages 4 through 6 of this proxy statement. Although the Nominating & Governance
Committee considers diversity as a factor in the selection of Board nominees, the Committee has no formal
policy regarding the role of diversity in its selection process.

The Nominating & Governance Committee does not have a formal policy on the consideration of director
candidates recommended by stockholders. The Board believes that it is more appropriate to give the
Nominating & Governance Committee flexibility in evaluating stockholder recommendations. In the event that a
director nominee is recommended by a stockholder, the Nominating & Governance Committee will give due

Proxy Statement
consideration to the director nominee and will use the same criteria used for evaluating Board director nominees,
in addition to considering the information relating to the director nominee provided by the stockholder.

To date, the Company has not engaged third parties to identify or evaluate or assist in identifying potential
director nominees, although the Company reserves the right in the future to retain a third-party search firm, if
appropriate.

The Nominating & Governance Committee held 3 meetings in fiscal year 2009.

Meetings of the Company’s Non-Management Directors

The non-management directors of the Board meet in executive session in connection with each regularly
scheduled Board meeting. The director who is the Chairperson of the Nominating & Governance Committee
serves as the chair of those meetings.

Communications with the Board

The Board provides a process for interested parties to send communications to the full Board, the
non-management members of the Board and the members of the Audit Committee. Any director may be
contacted by writing to him or her c/o Limited Brands, Inc., Three Limited Parkway, Columbus, Ohio 43230 or
emailing at boardofdirectors@limitedbrands.com. Any stockholder wishing to contact non-management
directors or Audit Committee members may send an email to nonmanagementdirectors@limitedbrands.com or
auditcommittee@limitedbrands.com, respectively. Communications that are not related to a director’s duties and
responsibilities as a Board member, a non-management director or an Audit Committee member may be
excluded by the Office of the General Counsel, including, without limitation, solicitations and advertisements;
junk mail; product-related communications; job referral materials such as resumes; surveys; and any other
material that is determined to be illegal or otherwise inappropriate. The directors to whom such information is
addressed are informed that the information has been removed and that it will be made available to such directors
upon request.

Attendance at Annual Meetings

The Company does not have a formal policy regarding attendance by members of the Board of Directors at
the Company’s annual meeting of stockholders. However, it encourages directors to attend and historically most
have done so. Nine of the then-current Board members attended the 2009 annual meeting. Each director is
expected to dedicate sufficient time, energy and attention to ensure the diligent performance of his or her duties,
including by attending meetings of the Board and the committees of which he or she is a member.

9
Code of Conduct and Related Person Transaction Policy
The Company has a code of conduct which is applicable to all employees of the Company, including the
Company’s CEO, Chief Administrative Officer and Chief Financial Officer, and to members of the Board of
Directors. Any amendments to the code or any waivers from any provisions of the code granted to executive
officers or directors will be promptly disclosed to stockholders through posting on the Company’s website at
http://www.limitedbrands.com.

The Board has adopted Limited Brands’ Related Person Transaction Policy (the “Related Person
Transaction Policy”). Under the Related Person Transaction Policy, subject to certain exceptions, directors and
executive officers of the Company are required to notify the Company of the existence or potential existence of
any financial or commercial transaction, agreement or relationship involving the Company in which a director or
executive officer or his or her immediate family members has a direct or indirect material interest. Each such
transaction must be approved by the Board or a committee consisting solely of independent directors after
consideration of all material facts and circumstances.

Copies of the Company’s Code of Conduct, Corporate Governance Principles, Related Person Transaction
Policy and Committee Charters
The Company’s code of conduct, corporate governance principles, Related Person Transaction Policy, as
well as the charters of the Audit Committee, Compensation Committee and Nominating & Governance
Committee of the Board of Directors, are available on the Company’s website at http://www.limitedbrands.com.
Stockholders may also request a copy of any such document from: Limited Brands, Inc., Attention: Investor
Relations, Three Limited Parkway, Columbus, Ohio 43230.

10
 RATIFICATION OF THE APPOINTMENT OF INDEPENDENT REGISTERED PUBLIC
ACCOUNTANTS

The Audit Committee has appointed Ernst & Young LLP to serve as the Company’s independent registered
public accountants for the fiscal year ending January 29, 2011. We are asking you to ratify this appointment,
although your ratification is not required. A representative of Ernst & Young LLP will be present at the meeting,
will have the opportunity to make a statement and will be available to respond to appropriate questions.

Additional information concerning the Company’s engagement of Ernst & Young LLP is included on
page 43.

The Board of Directors Recommends a Vote FOR the Ratification of the Appointment of Ernst &
Young LLP as the Company’s Independent Registered Public Accountants.

Proxy Statement

11
 COMPENSATION-RELATED MATTERS
Compensation Discussion and Analysis

Executive Summary—The Purpose of Our Executive Compensation Program

The Limited Brands’ executive compensation program is designed to ensure that the interests of executive
officers are closely aligned with those of stockholders. We believe that our program is effective in allowing us to
attract, motivate and retain highly qualified senior talent who can successfully deliver outstanding business
performance.

We target total compensation for executive officers between the 50th and 75th percentile of the competitive
market and believe that this practice allows us to attract and retain executive officers and to provide rewards that
are competitive based on the market value for skills needed by our executive officers. In addition, we believe that
this practice is appropriate in light of the high level of commitment, job demands and the expected performance
contribution required from each of our executive officers in our extremely competitive marketplace.

During 2009, in an effort to balance the interests of stockholders, the Company and executives in the context
of the severe economic downturn, the Compensation Committee of the Board took the following actions:
• Did not award salary increases to executive officers.
• Established short-term performance-based incentive compensation targets that reflected motivational
goals in an unprecedented challenging economic environment.
• Changed the performance criteria for our restricted stock program to de-couple the payout from the
achievement of the performance goals for our short-term cash incentive compensation while
maintaining the program’s retentive value and tax efficiency.
• Changed the vesting of our annual restricted stock grant from 40% vesting after two years and 60%
vesting after three years to three year cliff vesting while the vesting of stock options was changed from
25% per year over four years to 33% per year over three years. This change was made to simplify our
equity-based incentive programs.

We continue to believe that pay realized by executive officers should be very closely aligned with
performance that benefits our stockholders and that these actions support this philosophy.

The following Compensation Discussion and Analysis outlines additional details regarding our executive
compensation program and policies. The Compensation Committee has provided oversight to the design and
administration of our program and policies, participated in the preparation of the Compensation Discussion and
Analysis and recommended to the Board of Directors that the Compensation Discussion and Analysis be
included in this proxy statement.

Compensation Governance
Our executive compensation program is overseen by the Compensation Committee of the Board of
Directors. Compensation Committee members are appointed by our Board and meet the independence and other
requirements of the NYSE and other applicable laws and regulations. Compensation Committee members are
selected based on their knowledge and experience in compensation matters from their professional roles and their
roles on other boards.

As part of its self-evaluation process, the Compensation Committee considers best practices and compliance
with the highest governance standards. The Compensation Committee continued its work to enhance
communication with the Board and maximize the effectiveness of the Committee. The role of the Compensation
Committee and information about its meetings are set forth elsewhere in this proxy statement.

The Compensation Committee’s charter is available on our website at http://www.limitedbrands.com.

12
Compensation Consultant
As permitted by its charter, the Compensation Committee retained Watson Wyatt as its independent
executive compensation consultant to assist in its evaluation of CEO and executive officer compensation levels,
severance arrangements and program design. Effective January 1, 2010 Watson Wyatt merged with Towers
Perrin and became Towers Watson. The Compensation Committee, considering recommendations from our
management team, determines the work to be performed by the consultant. The consultant works with
management to gather data required in preparing analyses for Compensation Committee review.

Specifically, the consultant provides the Compensation Committee with market trend information, data and
recommendations to enable the Compensation Committee to make informed decisions and to stay abreast of
changing market practices. In addition, Towers Watson provided analysis on the alignment of pay and
performance, provided consultation on our executive compensation strategy and assisted in the process of
preparing this disclosure.

Proxy Statement
The Compensation Committee has the sole authority to retain and terminate any independent executive
compensation consultant. To that end, it periodically reviews the performance of the consultant and considers
alternative consultants. In considering the advice provided by an executive compensation consultant, and whether
to retain or continue the retention of an executive compensation consultant, the Compensation Committee
requires that the Company regularly inform the Compensation Committee of all work provided or to be provided
by the consulting firm and its affiliates to the Company in addition to the executive compensation services
provided to the Compensation Committee. Additionally, the Compensation Committee reviews all bills rendered
by the compensation consulting firm to the Company for services provided to both the Company and the
Compensation Committee. In addition to the services provided at the request of the Compensation Committee, a
separate division of Towers Watson provides a call center tracking system for which we pay quarterly software
usage fees. These fees are less than $120,000. The Compensation Committee believes that the provision of this
work by Towers Watson does not impair the independence and objectivity of advice provided to the
Compensation Committee on executive compensation matters.

Committee Delegation
The Compensation Committee may delegate its authority to subcommittees or the Chair of the
Compensation Committee when it deems appropriate and in the best interests of the Company. In accordance
with its charter, the Compensation Committee has delegated to our Executive Vice President of Human
Resources the authority to make grants of stock rights or options under and in accordance with the Company’s
stock incentive plan with a value up to $250,000 to any associate that is not a Section 16 officer of the Company
or a senior leadership team member.

Company management, including the Executive Vice President of Human Resources and the Senior Vice
President of Talent Management and Total Rewards, generally prepare the materials for and attend
Compensation Committee meetings, along with a representative from the Office of the General Counsel who
records the minutes of the meeting, the Chief Administrative Officer and the Chief Financial Officer. This
management team proposes compensation program design and recommends compensation levels and stock
awards for executives. The CEO does not play a role in recommending his own compensation. The
Compensation Committee makes the final determination regarding management’s proposals. The Compensation
Committee regularly meets in executive session without management present.

13
Executive Compensation Philosophy
The Compensation Committee believes that executive compensation programs should be built on a
philosophy reflected in clearly articulated guiding principles. We have designed our executive compensation
programs with the following guiding principles in mind:

To Pay for Performance.

We believe in paying for results. Accordingly, the primary goal of the compensation program is to link total
executive compensation to performance that enhances stockholder value. Our executives are compensated based
on a combination of total Company, brand and individual performance factors. Total Company and brand
performance are evaluated primarily based on the degree by which pre-established financial targets are met. In
2009, this philosophy resulted in short-term incentive payments that exceeded the targeted level due to superior
performance. Individual performance is evaluated based upon several leadership factors, including:
• Building brand identity;
• Attaining specific merchandise and financial objectives;
• Building and developing a strong leadership team;
• Developing an effective infrastructure to support future business growth and profitability; and
• Commitment to living the values of Limited Brands.

To Pay Competitively.
We are committed to providing a total compensation program designed to attract superior leaders to the
Company and to retain performers of the highest caliber. To achieve this goal, we annually compare our pay
practices and overall pay levels with other leading retail organizations, and, where appropriate, with non-retail
organizations when establishing our pay guidelines.

To Pay Equitably.
We believe that it is important to apply generally consistent guidelines for all executive officer
compensation programs. In order to deliver equitable pay levels, the Compensation Committee considers depth
and scope of accountability, complexity of responsibility, and executive officer performance, both individually
and collectively as a team.

To Encourage Ownership of Company Stock.

We design compensation policies and practices to encourage ownership of Common Stock. Beginning in
2005, the Compensation Committee approved stock ownership guidelines for our executive officers and
members of the Board of Directors. The guidelines set a minimum level of ownership value according to the
position and responsibility ranging from three to five times their annual base salary.

According to these principles, we have structured our total compensation for executive officers such that a
smaller proportion is fixed compensation and a larger proportion is performance-contingent, based on brand and
Common Stock performance.

Executive Compensation Practices

The Compensation Committee continually reviews our executive compensation to ensure it best reflects our
compensation philosophy. The principal elements of our executive compensation are base salary, short-term
performance-based cash incentive compensation and long-term equity-based incentive programs.

14
 In determining the targeted compensation level for our executive officers, the Compensation Committee
considers the recommendations of management (except with regard to Mr. Wexner) in light of the following:
• Individual performance and future potential;
• Market practice; and
• Scope of the executive’s responsibilities and duties.

Although there is no formal policy for a specific allocation between short-and long-term, fixed and at-risk,
or between cash and non-cash compensation, the Compensation Committee seeks a pay mix that places greater
emphasis on performance-based and equity compensation.

The pay mix is designed to generally reflect market practice, the needs of our workforce, and to provide
executive officers with attractive levels of current pay while encouraging officers to remain with our Company
for the long-term. In addition, we believe the structure of our pay mix appropriately motivates our executives

Proxy Statement
without encouraging unnecessary risk-taking. When setting the amount of compensation to be awarded in a given
year, the Compensation Committee considers the relative proportion of total compensation delivered on a current
and long-term basis and in the form of cash and equity prior to making changes to compensation levels.

Long-term equity compensation helps to align the interests of our executive officers with those of our
stockholders, ensuring that our executive officers realize similar gains and losses as our stockholders. We believe
that the vesting requirement of our long-term equity compensation increases the likelihood that we will be able to
retain top performers and encourages good performance.

Short-term performance-based incentive compensation reflects the seasonal nature of our business and
provides for incentive payments based on the achievement of predetermined operating income goals for each
six-month operating season. Payments are increased or decreased based on the performance of our Company
over the seasonal measurement period. Therefore, actual compensation realized may be more or less than the
targeted compensation opportunity in any given year.

We would seek to recover, under the relevant provisions of the Sarbanes-Oxley Act, previously awarded
bonuses or equity-based compensation or profits in the event of a restatement of financial or other performance
results.

The Compensation Committee reviewed all of the components of the named executive officers’
compensation for the years 2007, 2008 and 2009, including salary, short-term incentive compensation, realized
and unrealized gains on stock options and restricted stock, the cost to the Company of all perquisites, payout
obligations under the Company’s non-qualified deferred compensation plan and supplemental executive
retirement plan and potential payouts under several potential severance and change-in-control scenarios. Tally
sheets including all of the above components were reviewed by the Compensation Committee to determine the
reasonableness of the compensation of the named executive officers. The Compensation Committee concluded
that compensation levels are reasonable and in the best interests of Limited Brands and its stockholders. The
Compensation Committee will continue to review tally sheets at least annually.

Market practice consideration consists of a comparison of the target and actual compensation for our named
executive officers to publicly available data on base salary, bonus and long-term incentive compensation for
executives from a peer group consisting of 20 national and regional specialty and department store retail
organizations to benchmark the appropriateness and competitiveness of their compensation. In 2008, with the
assistance of Towers Watson, this list of peer companies was changed to appropriately reflect our current
business focus, including the divestiture of our apparel brands in 2007. The peer group companies were chosen
because of their general similarity to Limited Brands in total revenue, business and merchandise focus,
geographic location and/or their frequent competition with the Company for executive talent. The Compensation

15
Committee reviewed the peer companies in 2009 and determined that no changes were necessary. For the 2008
and 2009 fiscal years, the comparison companies were:

Abercrombie & Fitch DSW Nordstrom

American Eagle Outfitters Estee Lauder Polo Ralph Lauren
Ann Taylor Gap Target
Avon JCPenney TJX Companies
Bed Bath & Beyond Kohl’s Tween Brands
Liz Claiborne Macy’s Williams-Sonoma
Coach Nike

This peer group includes a subset of companies in the S&P 500 Retail Composite Index represented in the
Comparison of Cumulative 5 Year Total Return graph included in our Annual Report on Form 10-K for the 2009
fiscal year.

For 2009, total direct compensation at target, including base salary, performance-based incentive
compensation and equity-based incentives, was strategically positioned above the median of the companies
against which we benchmark our compensation. Actual performance results for 2009 were above targeted levels
and as a result, actual compensation was above targeted levels.

At the Compensation Committee’s request, Towers Watson analyzed our long-term equity compensation
program and its relationship to our performance over the three-year period ending in 2008 relative to
compensation levels and performance of our peer group described above. Based on this analysis, our
Compensation Committee believes that our long-term compensation program results are aligned with
performance.

Towers Watson also analyzed 2008 performance and its relationship to our short-term incentive
compensation program. This analysis revealed an anomalous relationship between our 2008 short-term executive
officer pay and our 2008 performance attributable, in large part, to our seasonal incentive program approach,
which is designed to reflect the seasonal nature of our business and the distinctively different results for the
Spring and Fall seasons.

In the first half of 2008, operating income increased, and all of the Company’s major retail businesses
reported year over year operating income increases resulting in performance-based pay for the Spring season that
was generally above target. However, in the second half of 2008, our operating income decreased in conjunction
with the economic downturn resulting in no performance-based payments for the Fall season. In contrast, the
annual bonus program payouts of a majority of our peer companies for the 2008 performance period reflected the
effect of the severe retail industry recession during the latter half of 2008. Our Compensation Committee
continues to believe that the design of our short-term program is appropriately tailored to our business,
recognizes the strategic importance of aligning executive pay with our seasonal performance and continues to be
in the best interest of the Company and its stockholders.

While the Compensation Committee has not established a formal policy regarding the evaluation of the total
compensation of the CEO relative to the other executive officers, it does evaluate compensation levels to ensure
fairness based on individual performance and the size, importance and complexity of each executive officer’s
position.

Base Salary.
The Compensation Committee annually reviews and approves the base salary of each executive officer. In
determining base salary adjustments, the Compensation Committee considers the size and responsibility of the
individual’s position, total Company and brand performance, the officer’s overall performance and future
potential and the level of overall compensation paid by competitors for comparable positions. Individual

16
performance is measured against the following factors: seasonal and annual business goals; brand strategy
execution and business growth goals; recruitment and development of leadership talent; and commitment to
living the values of Limited Brands. These factors are considered subjectively in the aggregate, and none of these
factors is assigned a formula weight.

In response to the downturn in the economic environment and consistent with our cost-saving measures,
there was no change to the base salaries for the executive officers in 2009:
2008 Base 2009 Base %
Salary Salary Increase

Mr. Wexner . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $1,924,000 $1,924,000 0.0%

Mr. Burgdoerfer . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 725,000 $ 725,000 0.0%
Ms. Turney . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $1,250,000 $1,250,000 0.0%
Mr. Redgrave . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $1,040,000 $1,040,000 0.0%
Ms. Neal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 927,000 $ 927,000 0.0%

Proxy Statement
Short-Term Performance-Based Incentive Compensation.
Our short-term, performance-based incentive compensation program for executive officers provides for
incentive payments for each six-month operating season. These incentive payments are based on the attainment
of pre-established objective financial goals and are intended to motivate executives to work effectively to achieve
financial performance objectives and reward them when objectives are met and results are certified by the
Compensation Committee. Our approach for paying the amounts earned in cash and/or stock is described below.

The target cash incentive compensation opportunity for each eligible executive is set at a percentage of base
salary. The amount of performance-based incentive compensation earned by participating executives can range
from zero to double their incentive target, based upon the extent to which the pre-established financial goals are
achieved or exceeded. The threshold, target and maximum short-term performance-based non-equity incentive
payout opportunities of our named executive officers for fiscal 2009 are set forth in the Grants of Plan-Based
Awards table below. Actual payouts under this plan for fiscal 2009 are set forth below under the heading “Non-
Equity Incentive Plan Compensation” in the Summary Compensation Table below.

The pre-established objective financial goals under this plan for fiscal year 2009 were based on operating
income, subject to adjustments for extraordinary items as approved by the Committee. Operating income is used
because it measures performance over which executives can have significant impact. Operating income is also
directly linked to the Company’s long range growth plan and to performance that drives stockholder value. For
executives that are dedicated to a single brand, their goals are based solely on their brand’s operating income. For
executives that have enterprise-wide responsibility, their goals are based 80% on a weighted average of the
percentage achievement of major brand operating income targets and 20% on total Company operating income.

The following table shows each named executive officer’s incentive compensation target percentage of base
salary and the operating income performance incentive goals and weighting used to determine the incentive
payment:
Performance Incentive Goal Metric and Weighting
Target %
of Base Total Limited Brands
Executive Officer Salary Brand Operating Income Operating Income

Mr. Wexner 160% 80% weighted average of percentage achievement of

Mr. Burgdoerfer 100% Victoria’s Secret, Bath & Body Works, LaSenza and 20%
Mast operating income targets
Mr. Redgrave 130%
Ms. Turney 150% 100% Victoria’s Secret 0%
Ms. Neal 110% 100% Bath & Body Works 0%

17
 We set operating income goals at the beginning of each six-month season based on an analysis of historical
performance, income expectations for that brand, financial results of other comparable businesses and progress
toward achieving our strategic plan.

In 2009, the Compensation Committee set targets that reflected the challenging economic environment,
recognizing that historical growth rates were not appropriate considering the significant downturn in the retail
environment. The seasonal operating income targets for Spring and Fall, respectively, (by brand), for each of
Messrs. Wexner, Burgdoerfer and Redgrave were: Victoria’s Secret, $208 million, $292 million; Bath & Body
Works, $8 million, $200 million; LaSenza and Mast, $51 million, $91 million; and total Limited Brands
(including our remaining smaller brands and corporate expenses), $145 million, $445 million. The relative
weight assigned to each brand or category was 52%, 20%, 8% and 20% for Victoria’s Secret, Bath & Body
Works, LaSenza and Mast, and total Limited Brands, respectively. The operating income growth targets for
Ms. Turney are based solely on Victoria’s Secret and for Ms. Neal are based solely on Bath & Body Works.

These targets considered the unprecedented economic downturn within the entire retail industry.
Accordingly, these operating income targets reflect growth levels below our historical target-setting practice and
below what we expect as part of our long-term growth strategy. The targets were designed to motivate our
executives, reflect stretch performance that would lead to long-term preservation of stockholder value in an
economic downturn and not encourage our executive officers to take unnecessary and excessive risks.

We believe that the incentives under our short-term, performance-based incentive compensation program
contributed to executive officer performance that delivered operating income growth, significant improvement in
merchandise margin rates, reduction in expenses and an increase in operating cash flow.

We do not believe that disclosure of our 2010 performance targets is relevant to an understanding of
compensation for our 2009 fiscal year.

To encourage stock ownership and to foster executive retention, executives can elect to receive up to 25% of
their short-term performance-based incentive compensation in the form of Common Stock and receive a match of
25% of the amount elected to be received in stock in the form of a restricted stock grant, subject to three-year
cliff vesting. Executives who have not met the minimum ownership requirement are required to receive at least
15% of their incentive compensation payment in the form of Common Stock. For these executives, only the
amount elected above the required 15% is matched with a restricted stock grant, as discussed above.

Equity-Based Incentive Programs.

The Compensation Committee believes that long-term equity-based compensation encourages performance
that enhances stockholder value, thereby further linking leadership and stockholder objectives. Our equity-based
incentive program can include stock options, performance-based restricted stock and time vested restricted stock.
Executives are awarded equity as part of our annual merit review process based on guidelines which include the
Company’s performance, the individual’s performance and responsibility level, competitive practice and the
market price of our Common Stock. In 2009, based on an evaluation of executive officer and Company
performance in 2008, stock options and restricted stock were awarded to the named executive officers and are
detailed below in the Grants of Plan-Based Awards table.

Equity awards are dated effective the later of the date of approval or the effective date for grants in
connection with hirings, promotions, etc.

In connection with the payment to stockholders of the extraordinary cash dividend on April 19, 2010, the
Committee will equitably adjust (i) the number of shares available for grant under the Company’s Stock Option
and Performance Incentive Plan as well as (ii) outstanding awards under the Plan (which, in the case of options,
will include adjustments to both the number of shares covered by the option as well as the exercise price), in each
case pursuant to the terms of the Plan.

18
 Stock Options.
Stock options comprise 25% of the annual value of the executive’s annual equity-based incentive
opportunity. Stock options are awarded to align executive interests with stockholder interests by creating a direct
link between compensation and stockholder return and to help retain executives. In 2009, stock options were
awarded to our named executive officers in the amounts set forth below in the Grants of Plan-Based Awards
table. The options granted to each executive officer vest, subject to continued employment, in three equal
installments beginning on the first anniversary of the grant date. The exercise price for these options is equal to
the closing price of the underlying Common Stock on the grant date.

Restricted Stock.
Restricted stock comprises 75% of the value of executives’ annual equity-based incentive opportunity.
Restricted stock is awarded to encourage ownership of Company stock, retain superior executive talent, and
reward exceptional executive performance.

Proxy Statement
Restricted stock granted to our executive officers is subject to a performance metric that is designed to meet
Internal Revenue Code requirements for tax deductibility. The operating income performance target required for
our executive officers to earn the performance-based restricted stock targets granted to our executive officers was
achievement of positive operating income for the 2009 fiscal year. Once earned, the restricted stock awards vest
on the third anniversary of the grant date, subject to continued employment.

This performance metric is a change from what was used in 2008. The Compensation Committee approved
the change to de-couple the payout of restricted stock with the achievement of the performance goals for our
short-term cash incentive compensation to mitigate the risk of using a single performance metric for both our
short-term cash incentive compensation and our long-term performance-based restricted stock while maintaining
the program’s tax efficiency and retentive value of the program.

Time-vested restricted stock is awarded to executives as a match on his or her election to receive cash
performance-based incentive compensation in stock and as deemed appropriate by the Compensation Committee.
The Compensation Committee awarded our named executive officers restricted stock in 2009 in the amounts set
forth below in the Grants of Plan-Based Awards table. These awards vest 100% three years from the grant date,
subject to continued employment.

Retirement Plan Benefits.

The Compensation Committee believes that, in addition to short- and long-term compensation, it is
important to provide our executive officers with competitive post-employment compensation. Post-employment
compensation consists of two main types—qualified and non-qualified defined contribution retirement plan
benefits and termination benefits. The Compensation Committee believes that retirement plan benefits and
termination benefits are important components in a well-structured executive officer compensation package, and
the Compensation Committee also seeks to ensure that the combined package is competitive at the time the
package is negotiated with the executive officer. As discussed below, as the founder of the Company, our CEO is
not entitled to any termination benefits.

The Company does not sponsor a defined benefit retirement plan as we do not believe that such a plan best
serves the needs of our associates or the business. The Company sponsors a tax-qualified defined contribution
retirement plan and a non-qualified supplemental retirement plan. Participation in the qualified plan is available
to associates who meet certain age and service requirements. Participation in the non-qualified plan is made
available to associates who meet certain age, service, job level and compensation requirements. Our executive
officers participate in these plans based on these requirements.

The qualified plan permits participating associates to elect contributions up to the maximum limits
allowable under the Internal Revenue Code. The Company matches associates’ contributions according to a

19
predetermined formula and contribute additional amounts based on a percentage of the associates’ eligible annual
compensation and years of service. Associates’ contributions and Company matching contributions vest
immediately. Additional Company contributions and the related investment earnings are subject to vesting based
on years of service.

The non-qualified plan is an unfunded plan which provides benefits beyond the Internal Revenue Code
limits for qualified defined contribution plans. The plan permits participating associates to elect contributions up
to a maximum percentage of eligible compensation. The Company matches associates’ contributions according
to a predetermined formula and contributes additional amounts based on a percentage of the associates’ eligible
compensation and years of service. The plan also permits participating associates to defer additional
compensation up to a maximum amount which the Company does not match.

Associates’ accounts are credited with interest using a rate determined annually based on an evaluation of
the 10-year and 30-year borrowing rates available to the Company. Historically, the application of this formula
has resulted in a rate that is considered “above market” as defined by SEC guidelines. For 2009, the rate
determined by this formula was scaled back to reduce the above market component of the rate. However, we
believe that borrowing rates continue to be an important consideration in determining the rate because unfunded
associate contributions to the plan have a positive impact on cash flow thus reducing the borrowing needs of the
Company.

Associates’ contributions and the related interest vest immediately. Company contributions and credits and
the related interest are subject to vesting based on years of service. Associates generally may elect in-service
distributions for the unmatched deferred compensation component only. The remaining vested portion of
associates’ accounts in the plan will be distributed upon termination of employment in either a lump sum or in
equal annual installments over a specified period of up to 10 years.

Additional tabular disclosure of certain termination benefits is set forth below under the heading
“Retirement and Other Post-Employment Benefits.”

Perquisites.
We provide our executive officers with perquisites that the Compensation Committee believes are
reasonable and in the best interests of the Company and its stockholders. We provide our executive officers
reimbursement of financial planning costs of up to $15,000. We also provide reimbursement of up to $10,000 of
eligible medical costs not covered under the Company’s standard health benefit package. Ms. Turney has a life
insurance policy with premiums that are paid by the Company. We also provide for tax equalization payments on
certain taxable income in order to maximize the benefit provided by such items.

The Board of Directors has approved a security program (the “Security Program”) that provides security
services to Mr. Wexner and his family. We require these security measures for our benefit and believe these
security costs are appropriate given the risks associated with Mr. Wexner’s role and position. We periodically
hire a third party to review our Security Program to verify that a bona fide business oriented security concern
exists and that the Security Program costs are reasonable and consistent with these concerns. The next scheduled
review of the Security Program will occur in 2010.

The Security Program also requires Mr. Wexner to use corporate provided aircraft, or private aircraft that is
in compliance with the Security Program, whether the purpose of the travel is business or personal. To the extent
any of the corporate provided aircraft is used by Mr. Wexner or any executive officer for personal purposes, as a
general rule, he or she has reimbursed the Company based on the greater of the amount established by the IRS as
reasonable for personal use or the aggregate incremental cost associated with the personal use of the corporate
owned aircraft as determined by an independent, third party aircraft costing service.

20
 Severance Agreements and Change in Control Agreements.
The Compensation Committee believes that severance arrangements have unique characteristics and value.
For example, severance agreements are required for prospective executives to accept employment with Limited
Brands who may forego significant bonuses and equity awards at the companies they are leaving or who face
relocation expenses and family disruption. Generally, executives are not willing to accept such risks and costs
without protection in the event their employment is terminated due to unanticipated changes, including a change
in control. Additionally, executives often look to severance agreements to provide protection for lost professional
opportunities in the event of a change in control and consequently assign significant value to them. The
Compensation Committee believes that our current severance arrangements protect stockholder interests by
retaining management should periods of uncertainty arise. Because our severance arrangements are structured to
serve the above purposes and because severance agreements represent a contractual obligation of our Company,
decisions relating to other elements of compensation have minimal effect on decisions relating to existing
severance agreements.

Proxy Statement
Due to his unique role as the founder of the Company, Mr. Wexner is not covered by a severance or change
in control agreement. However, under the terms of our Stock Option and Performance Incentive Plan, in the
event of a change in control or death, all unvested stock awards will become vested. Also under the plan, upon
retirement, Mr. Wexner’s restricted stock will vest pro-rata based on the fraction of whole months from the grant
date over the full vesting period (i.e., one-third will vest if twelve full months are completed from the grant date
for a grant that otherwise would vest 100% three years from the grant date).

We have entered into severance and change in control agreements with our named executive officers other
than Mr. Wexner as noted above. The benefits payable under these arrangements in certain circumstances are
disclosed elsewhere in this proxy statement. These agreements generally provide that, if we fail to extend the
executive’s agreement or terminate the executive’s employment without cause, or if the executive terminates the
executive’s employment for good reason, the executive will continue to receive the executive’s base salary for
one year after the termination date. If the executive agrees to execute a general release of claims against the
Company, the executive will also be entitled to receive an additional year of salary continuation and the amount
of the incentive compensation that the executive would have otherwise received during the first year after
termination. In connection with a change in control of Limited Brands, in the event that the executive’s
employment is terminated either by us without cause or by the executive for good reason, subject to the
executive’s execution of a general release of claims against us, the executive would be entitled to a severance
benefit equal to two times the executive’s base salary, plus an amount equal to the sum of the executive’s four
previous semi-annual payouts under our incentive compensation plan, together with a pro-rata amount for the
incentive compensation performance period in which the executive’s employment terminated. In addition, any
unvested stock awards would become vested. In the event any “parachute” excise tax is imposed on the
executive, certain executives will be entitled to tax reimbursement payments.

Share Ownership Guidelines.

The Compensation Committee strongly encourages share ownership by the Company’s executives. In
January 2005, the Company introduced minimum shareholding guidelines to be met by 2010 for the executive
officer group. Any individual promoted or hired into a position subject to these guidelines will have a five-year
period in which to meet the share ownership requirements. The shareholding requirements reflect the value of
shares held and can be met through direct or beneficial ownership of shares, including shares held through the
Company’s stock and retirement plans. In addition to aligning the interests of our executive officers with those of
our stockholders, the share ownership guidelines promote a long-term focus and discourage inappropriate risk-
taking.
Title Share Ownership Guideline

Chief Executive Officer . . . . . . . . . . . . . . . . . . . . . . . . . 5 times base salary

Other Named Executive Officers . . . . . . . . . . . . . . . . . . 3 times base salary

21
 All of the named executive officers hold shares with a value in excess of the ownership guidelines as of the
end of the 2009 fiscal year. Details regarding the ownership of shares by the named executive officers are set
forth below on the Security Ownership of Directors and Management table.

In addition to share ownership guidelines for executives, after four years of membership on the Board,
members of our Board of Directors must maintain ownership of at least the number of shares received as Board
compensation over the previous four years.

Other—Tax Deductibility.
The Compensation Committee seeks to structure executive compensation in a tax efficient manner. The
Limited Brands 2007 Cash Incentive Compensation Performance Plan is intended to qualify payments under the
Company’s performance-based incentive compensation program for tax deductibility under Section 162(m) of
the Internal Revenue Code. The Compensation Committee has elected not to adopt a policy requiring all
compensation to be tax deductible to maintain flexibility in structuring executive compensation to attract highly
qualified executive talent and to further our business goals and compensation philosophy.

CEO Compensation.
Mr. Wexner has been CEO since founding the Company in 1963. Limited Brands conducts the same type of
competitive review and analysis to determine base salary and incentive guidelines for Mr. Wexner’s position as it
does for the other named executive officers.

In 2009, as in prior years, in establishing Mr. Wexner’s compensation package the Compensation
Committee considered competitive practices, the extent to which the Company achieved operating income and
sales objectives, progress regarding brand strategy, and the continued recruitment and development of key
leadership talent. These factors are considered in the aggregate, and none of these factors are assigned a specific
weight.

As described earlier, the Compensation Committee continues to emphasize variable, performance-based

compensation components for all executives, including Mr. Wexner. Accordingly, in 2009 Mr. Wexner was
awarded stock options and restricted stock with a targeted value of approximately $2.4 million and there was no
change to Mr. Wexner’s base salary or his incentive compensation target.

In fiscal 2009, the Company posted net sales of $8.6 billion, a decrease of 5% compared to net sales in fiscal
2008. Fiscal 2009 net income was $448 million, which was 104% above net income for fiscal 2008. In 2009,
earnings per diluted share were $1.37 per share, an increase of 111% compared to fiscal 2008 earnings per
diluted share. In 2009, net income included the following items:

• A pre-tax gain of $9 million, $14 million net of related tax benefits, associated with the reversal of an
accrued contractual liability as a result of the divestiture of a joint venture;

• A tax benefit of $23 million primarily related to the reorganization of certain foreign subsidiaries; and

• A tax benefit of $9 million primarily due to the resolution of certain tax matters.

(The corresponding results determined in accordance with generally accepted accounting principles are included
in Item 8 of the Financial Statements and Supplementary Data of Limited Brands’ 2009 Annual Report on Form
10-K which is being sent with this proxy statement).

These fiscal 2009 results were above targeted performance objectives established by the Compensation
Committee for the Spring and Fall seasons. As a result, the annual cash incentive payment earned by Mr. Wexner
was above target level for the year.

22
 Summary Compensation Table

The following table sets forth information concerning total compensation earned by or paid to our CEO,
Chief Financial Officer and our three other most highly compensated executive officers during the fiscal year
ended January 30, 2010 (the “named executive officers”).

Change
in
Pension
Value
and
Non-
Non-Equity qualified
Incentive Deferred
Plan Compen- All Other
Stock Option Compen- sation Compen-
Name and Salary Bonus Awards Awards sation Earnings sation
Principal Position Year ($) ($)(1) ($)(2)(3) ($)(2)(3) ($)(4) ($)(5) ($)(6) Total ($)

Proxy Statement
Leslie H. Wexner . . . . . . . . . . . . . 2009 $1,924,000 $ 0 $ 1,882,327 $507,794 $4,897,119 $388,325 $1,222,405 $10,821,970
Chairman of the Board, CEO 2008 1,909,769 0 1,329,447 585,386 1,523,192 252,015 1,312,532 6,912,341
2007 1,834,615 0 494,535 746,490 436,896 129,397 1,588,885 5,230,818
Sharen J. Turney . . . . . . . . . . . . . . 2009 1,250,000 1,925,023 955,093 257,654 2,682,750 185,320 383,754 7,639,594
Executive Vice President, 2008 1,240,385 2,006,173 15,260,956 198,527 1,090,500 112,060 458,882 20,367,483
CEO/President, Victoria’s 2007 1,180,769 857,144 922,090 0 274,176 52,850 509,998 3,797,027
Secret
Martyn R. Redgrave . . . . . . . . . . . 2009 1,040,000 0 651,251 171,545 2,150,762 29,117 210,571 4,253,246
Executive Vice President, 2008 1,032,308 0 2,912,045 237,318 668,970 45,465 219,797 5,115,903
Chief Administrative Officer 2007 990,385 0 157,642 604,903 177,120 18,541 204,924 2,153,515
Diane L. Neal . . . . . . . . . . . . . . . . 2009 927,000 0 566,805 152,906 2,039,400 35,820 163,366 3,885,297
Executive Vice President, 2008 921,808 0 2,334,992 141,022 241,873 16,683 121,047 3,777,425
CEO, Bath & Body Works 2007 865,385 0 344,966 49,065 288,000 5,646 1,906 1,554,968
Stuart B. Burgdoerfer . . . . . . . . . . 2009 725,000 0 573,938 149,280 1,153,330 9,037 159,378 2,769,963
Executive Vice President, 2008 710,577 0 1,572,102 110,291 358,730 3,336 174,315 2,929,351
Chief Financial Officer 2007 636,538 0 232,780 91,868 208,000 421 337,282 1,506,889

(1) Performance-based incentive compensation bonuses are disclosed in this table under Non-Equity Incentive
Plan Compensation. The 2009 amount represents a cash payment to Ms. Turney in connection with a
guaranteed minimum gain on the options awarded under Ms. Turney’s employment offer in 2000.
(2) The value of stock and option awards reflects the 2009 grant date fair value, excluding estimated forfeitures,
computed in accordance with Accounting Standards Codification (“ASC”) Subtopic 718 Compensation—
Stock Compensation, for each award. Stock options are valued using the Black-Scholes option pricing
model with the assumptions as set forth in Note 20 to the Company’s financial statements filed on
March 26, 2010 on Form 10-K for stock options granted during the 2009, 2008 and 2007 fiscal years.
(3) Stock and option awards were granted to each executive officer under the Company’s amended and restated
1993 Stock Option and Performance Incentive Plan.
The value of stock awards granted in 2008 includes special performance-based restricted stock grants
awarded to Ms. Turney, Mr. Redgrave, Ms. Neal and Mr. Burgdoerfer intended to assure retention, drive
performance and further alignment with stockholder interests. These awards, with the exception of the grant
to Ms. Turney, vest 100% three years from the date of grant, subject to continued employment.
Ms. Turney’s award was designed to provide significant retentive value and vests over seven years, 40%
after four years and 20% after each of five, six and seven years, subject to continued employment. In
addition to the vesting requirement, these awards were earned subject to the achievement of operating
income as a percentage of sales above the median of this performance measure for the companies listed in
the S&P 500 Retailing Index in 2008.

23
(4) Represents the aggregate of the non-equity performance-based incentive compensation for the applicable
fiscal Spring and Fall selling seasons. Incentive compensation targets are set based on a percentage of base
pay and are paid seasonally based on the achievement of operating income results. The following table
illustrates the amount of the compensation paid in cash, stock and voluntarily deferred:
Paid in Paid in Deferred Deferred
Cash Stock Cash Stock Total

Mr. Wexner . . . . . . . . . . . . . . . . . . . . $4,897,119 $ 0 $ 0 $0 $4,897,119

Ms. Turney . . . . . . . . . . . . . . . . . . . . 2,603,848 0 78,902 0 2,682,750
Mr. Redgrave . . . . . . . . . . . . . . . . . . 1,762,983 325,806 61,973 0 2,150,762
Ms. Neal . . . . . . . . . . . . . . . . . . . . . . 1,981,290 0 58,110 0 2,039,400
Mr. Burgdoerfer . . . . . . . . . . . . . . . . 815,276 302,119 35,935 0 1,153,330
(5) Limited Brands does not sponsor any tax-qualified or non-qualified defined benefit retirement plans. For
fiscal 2009, the amounts shown represent the amount by which earnings of 7.75%, compounded monthly, on
each executive officer’s non-qualified deferred compensation account balance exceeds 120% of the
applicable federal long-term rate.
(6) The following table details all other compensation paid to each executive officer during our last fiscal year:

Reimburse-
ment of Company
medical contributions
Financial Life costs not to the
planning insurance covered by Security Personal executive’s
services premiums Tax the Housing services use of qualified and
provided paid on equal- Company’s and paid by corporate- non-qualified
to executive’s ization standard relocation the provided retirement
executive behalf payments health plan benefits Company aircraft(a) plan account Total
Mr. Wexner . . . . . . . $ 0 $ 0 $10,847 $4,784 $0 $930,000 $0 $276,774 $1,222,405
Ms. Turney . . . . . . . 9,500 7,730 17,071 2,352 0 0 0 347,101 383,754
Mr. Redgrave . . . . . 0 0 7,299 1,736 0 0 0 201,536 210,571
Ms. Neal . . . . . . . . . 0 0 4,430 357 0 0 0 158,579 163,366
Mr. Burgdoerfer . . . 3,500 0 4,842 6,988 0 0 0 144,048 159,378

(a) The Company may make corporate-provided aircraft available to executive officers for personal
purposes. In consideration, in most cases the executive officer has reimbursed the Company based on
the greater of the amount established by the IRS as reasonable for personal use or the aggregate
incremental cost associated with the personal use of the corporate owned aircraft as determined by an
independent, third party aircraft costing service.

24
 Grants of Plan-Based Awards for Fiscal 2009

The following table provides information relating to plan-based awards and opportunities granted to the
named executive officers during the fiscal year ended January 30, 2010.
All
Other All
Stock Other
Awards: Option Grant
Estimated Future Payouts Number Awards: Exercise Date Fair
Estimated Future Payouts of Number of or Base Value of
Under Non-Equity Incentive Under Equity Incentive Shares Securities Price of Stock and
Plan Awards(1) Plan Awards(2) of Stock Underlying Option Option
Grant Threshold Target Maximum Threshold Target Maximum or Units Options Awards Awards
Name Date ($) ($) ($) (#) (#) (#) (#)(3) (#)(4) ($/Sh) ($)(5)
Leslie H. Wexner . . . 3/31/2009 0 0 0 0 271,620 $8.70 $ 507,794
3/31/2009 271,620 271,620 271,620 271,620 0 0 1,882,327
$615,680 $3,078,400 $6,156,800

Proxy Statement
Sharen J. Turney . . . . 3/31/2009 0 0 0 0 137,820 8.70 257,654
3/31/2009 137,820 137,820 137,820 137,820 0 0 955,093
375,000 1,875,000 3,750,000
Martyn R.
Redgrave . . . . . . . . 3/31/2009 0 0 0 0 91,760 8.70 171,545
3/31/2009 91,760 91,760 91,760 91,760 0 0 635,897
9/4/2009 0 0 0 1,129 0 0 15,354
270,400 1,352,000 2,704,000
Diane L. Neal . . . . . . 3/31/2009 0 0 0 0 81,790 8.70 152,906
3/31/2009 81,790 81,790 81,790 81,790 0 0 566,805
203,940 1,019,700 2,039,400
Stuart B.
Burgdoerfer . . . . . . 3/31/2009 0 0 0 0 79,850 8.70 149,280
3/31/2009 79,850 79,850 79,850 79,850 0 0 553,361
9/4/2009 0 0 0 1,513 0 0 20,577
145,000 725,000 1,450,000

(1) Non-Equity Incentive Plan Awards represent the Threshold, Target and Maximum opportunities under the
Company’s Performance-Based Incentive Compensation Plan for the 2009 Spring and Fall seasons. The
actual amount earned under this plan is disclosed in the Summary Compensation Table under Non-Equity
Incentive Plan Compensation.
(2) Equity Incentive Plan Awards represent the Threshold, Target and Maximum payments of performance-
based restricted stock for the 2009 fiscal year. The actual number of performance-based restricted stock
shares earned is disclosed in the “All Other Stock Awards: Number of Shares of Stock or Units” column of
this table.
(3) Stock Awards were granted pursuant to the Company’s amended and restated 1993 Stock Option and
Performance Incentive Plan.
Stock Awards granted to Mr. Wexner, Ms. Turney, Mr. Redgrave, Ms. Neal, and Mr. Burgdoerfer on
March 31, 2009 were earned based on achievement of the operating income target for fiscal 2009 and vest
on March 31, 2012.
Stock Awards granted on September 4, 2009, represent awards made in connection with each executive
officer’s election to receive a portion of his or her cash-based incentive compensation bonus in shares of
Common Stock. The grants were made based on the Spring 2009 bonus. These grants vest 100% three years
from the grant date, subject to continued employment and retention of the incentive compensation paid in
stock in lieu of cash.
In each case, the vesting of these awards is subject to continued employment.
Dividends are not paid or accrued on stock awards or stock units until such shares vest.

25
(4) Option Awards were granted pursuant to the Company’s amended and restated 1993 Stock Option and
Performance Incentive Plan. Option grant dates were established on the date the grants were approved by
the Compensation Committee of the Board and the Exercise Price is the closing price of Company’s stock
on the grant date.
Option Awards granted on March 31, 2009, were granted in connection with the Company’s long-term
incentive program. These grants vest in three equal installments beginning on the first anniversary of the
grant date, subject to continued employment.
(5) The value of stock and option awards reflects the grant date fair value under ASC Subtopic 718
Compensation—Stock Compensation for each award. Options are valued using the Black-Scholes option
pricing model with the following assumptions as set forth in the Company’s financial statements filed on
March 26, 2010, on Form 10-K for the 2009 fiscal year: dividend yield of 6.8%, volatility of 45%, risk free
interest rate of 1.4%, and expected life of 3.8 years. Restricted stock is valued based on the fair market value
of a share of Common Stock on the date of grant, adjusted for anticipated dividend yields.

26
 Outstanding Equity Awards at Fiscal Year-End for Fiscal 2009

The following table provides information relating to outstanding equity awards granted to the named executive officers
at fiscal year end, January 30, 2010.
Option Awards Restricted Stock Awards
Equity
Equity Incentive
Incentive Plan
Plan Awards:
Awards: Market
Equity Number or Payout
Incentive of Value of
Plan Unearned Unearned
Awards: Number Market Shares, Shares,
Number of Number of Number of of Shares Value of Units or Units or
Securities Securities Securities or Units Shares or Other Other
Underlying Underlying Underlying of Stock Units of Rights Rights
Unexercised Unexercised Unexercised Option That Stock That That That
Options Options Unearned Exercise Option Have Not Have Not Have Not Have Not

Proxy Statement
Grant Exercisable Un-exercisable Options Price Expiration Grant Vested Vested Vested Vested
Name Date (#) (#) (#) ($) Date Date (#) ($)(21) (#) ($)
Leslie H. Wexner . . . 2/4/2002 421,600 0 0 $16.84 2/4/2012
2/3/2003 379,440 0 0 12.01 2/3/2013
2/2/2004 379,440 0 0 17.78 2/2/2014
3/31/2005 330,000 0 0 24.30 3/31/2015
3/31/2006 61,875 20,625(1) 0 24.46 3/31/2016
3/30/2007 53,250 53,250(2) 0 26.06 3/30/2017
3/31/2008 42,193 126,579(3) 0 17.10 3/31/2018
3/31/2009 0 271,620(3) 0 8.70 3/31/2019
3/9/2007 4,300(9) $ 81,786 0 0
3/31/2008 83,508(10) 1,588,322 0 0
3/31/2009 271,620(11) 5,166,212 0 0

Sharen J. Turney . . . . 2/3/2003 26,350 0 0 12.01 2/3/2013

2/2/2004 70,266 0 0 17.78 2/2/2014
3/31/2005 100,000 0 0 24.30 3/31/2015
3/31/2006 11,250 3,750(1) 0 24.46 3/31/2016
3/31/2008 14,309 42,928(3) 0 17.10 3/31/2018
3/31/2009 0 137,820(3) 0 8.70 3/31/2019
3/9/2007 1,183(9) 22,501 0 0
3/30/2007 11,111(12) 211,331 0 0
9/7/2007 278(13) 5,288 0 0
3/31/2008 33,289(10) 633,157 0 0
3/31/2008 22,222(14) 422,662 0 0
3/31/2008 1,000,000(15) 19,020,000 0 0
3/31/2009 137,820(11) 2,621,336 0 0

Martyn R.
Redgrave . . . . . . . . 3/8/2005 150,000 0 0 24.61 3/8/2015
3/31/2006 11,250 3,750(1) 0 24.46 3/31/2016
5/24/2006 56,250 18,750(4) 0 26.99 5/24/2016
6/22/2006 16,500 5,500(5) 0 25.32 6/22/2016
3/30/2007 43,150 43,150(2) 0 26.06 3/30/2017
3/31/2008 17,105 51,316(3) 0 17.10 3/31/2018
3/31/2009 0 91,760(3) 0 8.70 3/31/2019
3/9/2007 1,731(9) 32,924 0 0
9/7/2007 515(13) 9,795 0 0
3/31/2008 33,855(10) 643,922 0 0
3/31/2008 152,100(16) 2,892,942 0 0
9/5/2008 2,021(17) 38,439 0 0
3/31/2009 91,760(11) 1,745,275 0 0
9/4/2009 1,129(18) 21,474 0 0

Diane L. Neal . . . . . .11/20/2006 18,750 6,250(6) 0 $30.67 11/20/2016

3/30/2007 3,500 3,500(2) 0 26.06 3/30/2017
3/31/2008 10,164 30,494(3) 0 17.10 3/31/2018
3/31/2009 0 81,790(3) 0 8.70 3/31/2019
7/27/2007 15,560(19) 295,951 0 0
3/31/2008 9,644(10) 183,429 0 0
3/31/2008 135,600(16) 2,579,112 0 0
3/31/2009 81,790(11) 1,555,646 0 0

27
 Option Awards Restricted Stock Awards
Equity
Equity Incentive
Incentive Plan
Plan Awards:
Awards: Market
Equity Number or Payout
Incentive of Value of
Plan Unearned Unearned
Awards: Number Market Shares, Shares,
Number of Number of Number of of Shares Value of Units or Units or
Securities Securities Securities or Units Shares or Other Other
Underlying Underlying Underlying of Stock Units of Rights Rights
Unexercised Unexercised Unexercised Option That Stock That That That
Options Options Unearned Exercise Option Have Not Have Not Have Not Have Not
Grant Exercisable Un-exercisable Options Price Expiration Grant Vested Vested Vested Vested
Name Date (#) (#) (#) ($) Date Date (#) ($)(21) (#) ($)
Stuart B.
Burgdoerfer . . . . . . 11/2/2006 37,500 12,500(7) 0 $29.66 11/2/2016
4/9/2007 6,248 6,252(8) 0 26.86 4/9/2017
3/31/2008 7,949 23,849(3) 0 17.10 3/31/2018
3/31/2009 0 79,850(3) 0 8.70 3/31/2019
4/9/2007 8,750(20) $ 166,425 0 $0
3/31/2008 15,734(10) 299,261 0 0
3/31/2008 84,800(16) 1,612,896 0 0
9/5/2008 1,051(17) 19,990 0 0
3/31/2009 79,850(11) 1,518,747 0 0
9/4/2009 1,513(18) 28,777 0 0

(1) Options vest 100% on March 31, 2010.

(2) Options vest 50% on March 30, 2010 and 50% on March 30, 2011.
(3) Options vest 1/3 on March 31, 2010, 1/3 on March 31, 2011 and 1/3 on March 31, 2012.
(4) Options vest 100% on May 24, 2010.
(5) Options vest 100% on June 22, 2010.
(6) Options vest 100% on November 20, 2010.
(7) Options vest 100% on November 2, 2010.
(8) Options vest 50% on April 9, 2010 and 50% on April 9, 2011.
(9) Shares vest 100% on March 9, 2010.
(10) Shares vest 100% on March 31, 2010.
(11) Shares vest 100% on March 31, 2012.
(12) Shares vest 100% on March 30, 2010.
(13) Shares vest 100% on September 7, 2010.
(14) Shares vest 50% on March 31, 2010 and 50% on March 31, 2011.
(15) Shares vest 40% on March 31, 2012, 20% on March 31, 2013, 20% on March 31, 2014 and 20% on March 31, 2015.
(16) Shares vest 100% on March 31, 2011.
(17) Shares vest 100% on September 5, 2011.
(18) Shares vest 100% on September 4, 2012.
(19) Shares vest 100% on July 27, 2010.
(20) Shares vest 100% on April 9, 2010.
(21) Market value based on the $19.02 fair market value of a share of Common Stock on the last trading day of the fiscal
year (January 29, 2010).

28
 Option Exercises and Stock Vested Information for Fiscal 2009

The following table provides information relating to Option Awards exercised and Restricted Stock Awards
vested during the fiscal year ended January 30, 2010.

Option Awards Restricted Stock Awards

Number of Number of
Shares Value Shares Value
Acquired on Realized on Acquired on Realized on
Name Exercise (#) Exercise ($)(1) Vesting (#) Vesting ($)(2)

Leslie H. Wexner . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 0 $0 80,517 $723,773

Sharen J. Turney . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 0 0 51,669 507,553
Martyn R. Redgrave . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 0 0 46,190 361,896
Diane L. Neal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 0 0 21,000 362,250
Stuart B. Burgdoerfer . . . . . . . . . . . . . . . . . . . . . . . . . . . . 0 0 20,554 363,711

Proxy Statement
(1) Option Award Value Realized is calculated based on the difference between the sale price and the option
exercise price.
(2) Restricted Stock Award Value Realized is calculated based on the closing stock price on the date the
Restricted Stock Award vested.

29
 Retirement and Other Post-Employment Benefits

Non-qualified Deferred Compensation for Fiscal 2009(1)

Executive Registrant Aggregate Aggregate Aggregate

Contributions Contributions Earnings in Withdrawals/ Balance at
in Last FY in Last FY Last FY Distributions Last FYE
Name ($)(2) ($)(3) ($)(4) ($)(5) ($)(6)

Leslie H. Wexner . . . . . . . . . . . . . . . . . . $ 0 $262,454 $1,122,954 $ 0 $15,149,023

Sharen J. Turney . . . . . . . . . . . . . . . . . . . 207,454 322,981 548,044 0 7,815,596
Martyn R. Redgrave . . . . . . . . . . . . . . . . 126,329 180,996 112,583 2,096,147 1,851,760
Diane L. Neal . . . . . . . . . . . . . . . . . . . . . 286,666 147,839 103,584 0 1,604,949
Stuart B. Burgdoerfer . . . . . . . . . . . . . . . 26,738 119,928 26,133 0 415,118

(1) Amounts disclosed include non-qualified cash deferrals, Company matching contributions, retirement
credits and earnings under the Company’s Supplemental Retirement Plan (a non-qualified plan) and stock
deferrals and related reinvested dividend earnings under the Company’s Stock Option and Performance
Incentive Plan. Executive Contributions and related matching Registrant Contributions represent 2009
calendar year deferrals and match on incentive compensation payments earned based on performance for the
Fall 2008 season, which was paid in March 2009, and for the Spring 2009 season, which was paid in
September 2009.
(2) Cash contributions in the amount of $186,330, $46,498, $286,666, and $26,738 for executive officers
Turney, Redgrave, Neal and Burgdoerfer, respectively, are reported in the Summary Compensation Table as
Salary and/or Non-Equity Incentive Plan Compensation. Deferred stock unit contributions of $21,124 for
Ms. Turney and $79,831 for Mr. Redgrave relate to their election to defer receipt of restricted stock units
that vested on March 30, 2009 and March 31, 2009, respectively, and are included in the Option Exercises
and Stock Vested Information for Fiscal 2009 table.
(3) Reflects the Company’s 200% match of up to 3% of associate contributions of base salary and bonus above
the IRS qualified plan maximum compensation limit and the Company’s contribution of 6% for less than 5
years of service or 8% for 5 or more years of service of compensation above the IRS qualified plan
maximum compensation limit. Associates become fully vested in these contributions after six years of
service. These contributions are also included in the All Other Compensation column of the Summary
Compensation Table.
(4) Non-qualified deferred cash compensation balances earn a fixed rate of interest determined prior to the
beginning of each year based on the Company’s borrowing rates. For 2009, this interest rate was 7.75%,
compounded monthly. The portion of the earnings on deferred cash compensation that exceeds 120% of the
applicable federal long-term rate is disclosed in the Change in Pension Value and Non-qualified Deferred
Compensation Earnings column of the Summary Compensation Table.
Balance includes dividends earned on deferred stock and restricted stock unit balances in the amount of
$12,137 and $28,384 for executive officers Turney and Redgrave, respectively. Dividends are reinvested
into additional stock units based on the closing market price of the Company’s Common Stock on the
dividend payment date.
(5) Participants may elect to receive the funds in a lump sum or in up to 10 annual installments following
termination of employment, but generally may not make withdrawals during their employment. Amounts
shown reflect permitted withdrawals in 2009 pursuant to IRS regulations. Deferrals under the Supplemental
Retirement Plan and the Stock Option and Performance Incentive Plan are unfunded.
(6) Balance includes the value of deferred stock and restricted stock units at calendar year-end in the amount of
$406,303 and $966,962 for executive officers Turney and Redgrave, respectively. Value is calculated based
on a stock price of $19.02 per share of Common Stock on January 29, 2010.

30
Estimated Post-Employment Payments and Benefits
We have entered into certain agreements with our executive officers that will require us to provide
compensation in the event of a termination of employment, including a termination following a change in control
of our Company. Mr. Wexner is not covered by such an agreement but is entitled to termination compensation
under the terms of our benefit and stock plans. The following tables set forth the expected benefit to be received
by each named executive officer in the event of his termination resulting from various scenarios, assuming a
termination date of January 30, 2010 and a stock price of $19.02, the price of our Common Stock on January 29,
2010.

Assumptions and explanations of the numbers set forth in the tables below are set forth in additional text
following the tables.

Leslie H. Wexner

Proxy Statement
Involuntary
Involuntary w/out Cause or w/out Cause
Voluntary w/Good Reason following
Voluntary w/out & Signed Change in
Resignation Release Release Control Death Disability Retirement

Cash Severance(1)
Base Salary . . . . . . . . $ 0 $ 0 $ 0 $ 0 $ 0$ 0$ 0
Bonus(2) . . . . . . . . . . 0 0 0 0 0 0 0
Total Cash Severance . . . . 0 0 0 0 0 0 0
Long Term Incentives
Gain of Accelerated Stock
Options(3) . . . . . . . . . . 0 0 0 3,046,150 3,046,150 0 0
Value of Accelerated
Restricted Stock(3) . . . 0 0 2,482,947 6,836,321 6,836,321 2,482,947 2,482,947
Total Value of Long-Term
Incentives . . . . . . . . . . . 0 0 2,482,947 9,882,471 9,882,471 2,482,947 2,482,947
Benefits and
Perquisites(4) . . . . . . . . 0 0 0 0 2,000,000 796,000 0
Tax Gross-Up . . . . . . . . . . N/A N/A N/A N/A N/A N/A N/A
Total . . . . . . . . . . . . . . . . . $ 0 $ 0 $2,482,947 $9,882,471 $11,882,471 $3,278,947 $2,482,947

31
Sharen J. Turney

Involuntary
Involuntary w/out Cause or w/out Cause
Voluntary w/Good Reason following
Voluntary w/out & Signed Change in
Resignation Release Release Control Death Disability Retirement

Cash Severance(1)
Base Salary . . . . . . . $ 0 $1,250,000 $ 2,500,000 $ 2,500,000 $ 0$ 0 $ 0
Bonus(2) . . . . . . . . . 0 0 1,875,000 3,773,250 0 0 0
Total Cash Severance . . . 0 1,250,000 4,375,000 6,273,250 0 0 0
Long Term Incentives
Gain of Accelerated Stock
Options(3) . . . . . . . . . . 0 0 0 1,504,724 1,504,724 0 0
Value of Accelerated
Restricted Stock(3) . . . 0 0 6,474,066 22,936,275 22,936,275 6,474,066 0
Total Value of Long-
Term Incentives . . . . . . 0 0 6,474,066 24,440,999 24,440,999 6,474,066 0
Benefits and
Perquisites(4) . . . . . . . . 7,086 27,672 37,966 37,966 5,000,000 1,262,232 7,086
Tax Gross-Up . . . . . . . . . . N/A N/A N/A 6,637,332 N/A N/A N/A
Total . . . . . . . . . . . . . . . . . $7,086 $1,277,672 $10,887,032 $37,389,547 $29,440,999 $7,736,298 $7,086

Martyn R. Redgrave

Involuntary
Involuntary w/out Cause or w/out Cause
Voluntary w/Good Reason following
Voluntary w/out & Signed Change in
Resignation Release Release Control Death Disability Retirement

Cash Severance(1)
Base Salary . . . . . . . . $ 0 $1,040,000 $2,080,000 $ 2,080,000 $ 0 $ 0 $ 0
Bonus(2) . . . . . . . . . . 0 0 1,352,000 2,819,731 0 0 0
Total Cash Severance . . . . 0 1,040,000 3,432,000 4,899,731 0 0 0
Long Term Incentives
Gain of Accelerated Stock
Options(3) . . . . . . . . . . 0 0 0 1,045,490 1,045,490 0 0
Value of Accelerated
Restricted Stock(3) . . . . 0 0 2,704,397 5,384,771 5,384,771 2,704,397 0
Total Value of Long-Term
Incentives . . . . . . . . . . . 0 0 2,704,397 6,430,261 6,430,261 2,704,397 0
Benefits and
Perquisites(4) . . . . . . . . 0 18,491 27,737 27,737 2,143,999 723,622 0
Tax Gross-Up . . . . . . . . . . N/A N/A N/A N/A N/A N/A N/A
Total . . . . . . . . . . . . . . . . . $ 0 $1,058,491 $6,164,134 $11,357,729 $8,574,260 $3,428,019 $ 0

32
Diane L. Neal
Involuntary
Involuntary w/out Cause or w/out Cause
Voluntary w/Good Reason following
Voluntary w/out & Signed Change in
Resignation Release Release Control(5) Death Disability Retirement

Cash Severance(1)
Base Salary . . . . . . . . . . $ 0 $927,000 $1,854,000 $1,854,000 $ 0 $ 0 $ 0
Bonus(2) . . . . . . . . . . . . . 0 0 1,019,700 1,019,700 0 0 0
Total Cash Severance . . . . . . . 0 927,000 2,873,700 2,873,700 0 0 0
Long Term Incentives
Gain of Accelerated Stock
Options(3) . . . . . . . . . . . . . 0 0 0 902,621 902,621 0 0
Value of Accelerated

Proxy Statement
Restricted Stock(3) . . . . . . 0 0 2,366,982 4,614,138 4,614,138 2,366,982 0
Total Value of Long-Term
Incentives . . . . . . . . . . . . . . 0 0 2,366,982 5,516,759 5,516,759 2,366,982 0
Benefits and Perquisites(4) . . 0 15,798 15,798 15,798 1,995,140 691,839 0
Tax Gross-Up . . . . . . . . . . . . . N/A N/A N/A N/A N/A N/A N/A
Total . . . . . . . . . . . . . . . . . . . . $ 0 $942,798 $5,256,480 $8,406,257 $7,511,899 $3,058,821 $ 0

Stuart B. Burgdoerfer
Involuntary
Involuntary w/out Cause or w/out Cause
Voluntary w/Good Reason following
Voluntary w/out & Signed Change in
Resignation Release Release Control Death Disability Retirement

Cash Severance(1)
Base Salary . . . . . . . . . . $ 0 $725,000 $1,450,000 $1,450,000 $ 0 $ 0 $ 0
Bonus(2) . . . . . . . . . . . . . 0 0 725,000 1,512,060 0 0 0
Total Cash Severance . . . . . . . 0 725,000 2,175,000 2,962,060 0 0 0
Long Term Incentives
Gain of Accelerated Stock
Options(3) . . . . . . . . . . . . . 0 0 0 869,842 869,842 0 0
Value of Accelerated
Restricted Stock(3) . . . . . . 0 0 1,755,051 3,646,096 3,646,096 1,755,051 0
Total Value of Long-Term
Incentives . . . . . . . . . . . . . . 0 0 1,755,051 4,515,938 4,515,938 1,755,051 0
Benefits and Perquisites(4) . . 0 20,164 30,247 30,247 1,450,000 411,291 0
Tax Gross-Up . . . . . . . . . . . . . N/A N/A N/A 1,425,684 N/A N/A N/A
Total . . . . . . . . . . . . . . . . . . . . $ 0 $745,164 $3,960,298 $8,933,929 $5,965,938 $2,166,342 $ 0

(1) Assumes a termination date of January 30, 2010.

(2) Bonus amounts assumed at target. Under “Involuntary w/out Cause” or “Voluntary w/Good Reason”
termination scenarios, actual bonus payments will be equal to the bonus payment the executive officer
would have received if he or she had remained employed with Limited Brands for a period of one year after
the termination date of January 30, 2010. Under an “Involuntary w/out Cause following Change in Control”,
bonus payments will be equal to the sum of the last four bonus payments received.

33
(3) Calculated based on the $19.02 fair market value of a share of Common Stock on the last trading day of the
fiscal year (January 29, 2010).
(4) Estimates for benefits and perquisites include the continuation of medical, dental and other insurance
benefits. Under the “Death” and “Disability” scenarios, includes proceeds from life and disability insurance
policies, and value of unvested restricted stock and retirement balances that would become vested.
(5) Ms. Neal’s bonus payment following an involuntary termination after a Change in Control is assumed to be
the same as the payment for an involuntary termination not following a Change in Control (with a signed
release). Ms. Neal’s employment agreement does not provide for a tax gross-up upon a Change in Control.

Assumptions and Explanations of Numbers in Tables.

The Compensation Committee retains discretion to provide, and in the past has provided, additional benefits
to executive officers upon termination or resignation if it determines the circumstances so warrant.

We calculated 280G tax gross-ups with a discount rate equal to 120% of the semi-annual Applicable Federal
Rate as of February 2010.

The tables do not include the payment of the aggregate balance of the executive officers’ non-qualified
deferred compensation that is disclosed in the Non-qualified Deferred Compensation table above.

Confidentiality, Non-Competition and Non-Solicitation Agreements.

As a condition to each executive officer’s entitlement to receive certain severance payments and equity
vesting acceleration upon certain termination scenarios, the executive is required to execute a release of claims
against us and shall be bound by the terms of certain restrictive covenants, including non-competition and
non-solicitation agreements which prohibit the executive from soliciting or diverting any current or potential
employee, customer, or supplier or competing with any of our businesses in which he or she has been employed
for a period of one year from the date of termination.

Termination Provisions—Definitions of Cause and Good Reason.

The employment agreements for all named executive officers other than Mr. Wexner, who does not have an
employment agreement, contain customary definitions of cause and good reason. “Cause” shall generally mean
that the executive officer (1) willfully failed to perform his or her duties with the Company (other than a failure
resulting from the executive’s incapacity due to physical or mental illness); or (2) has plead “guilty” or “no
contest” to or has been convicted of an act which is defined as a felony under federal or state law; or (3) engaged
in willful misconduct in bad faith which could reasonably be expected to materially harm the Company’s
business or its reputation.

“Good Reason” means (1) the failure to continue by the executive in a capacity originally contemplated in
the executive’s employment agreement; (2) the assignment to the executive of any duties materially inconsistent
with the executive’s position, duties, authority, responsibilities or reporting requirements, as set out in his or her
employment agreement; (3) a reduction in or a material delay in payment of the executive’s total cash
compensation and benefits from those required to be provided; (4) the requirement that the executive be based
outside of the United States, other than for travel that is reasonably required to carry out the executive’s duties; or
(5) the failure by the Company to obtain the assumption in writing of its obligation to perform the employment
agreement by a successor. The definition of “Good Reason” under Mr. Redgrave’s employment agreement
further defines “Good Reason” to include the delivery of a Preliminary Notice of Good Reason by Mr. Redgrave
to the Company after April 1, 2010 that must be accepted by the Company within six months.

34
 Payments Upon a Termination in Connection with a Change in Control.
A change in control of the Company will be deemed to have occurred upon the first to occur of any of the
following events:
a) Any person, together with all affiliates, becomes a beneficial owner of securities representing 33% or
more of the combined voting power of the voting stock then outstanding;
b) During any period of 24 consecutive months, individuals who at the beginning of such period
constitute the Board cease for any reason to constitute a majority of directors then constituting the
Board;
c) A reorganization, merger or consolidation of the Company is consummated, unless more than 50% of
the outstanding shares of Common Stock is beneficially owned by individuals and entities who owned
Common Stock just prior to the such reorganization, merger or consolidation; or
d) The consummation of a complete liquidation or dissolution of the Company.

Proxy Statement
Tax Gross-up.
In the event of a termination following a Change in Control, we have agreed to reimburse Ms. Turney and
Mr. Burgdoerfer for all excise taxes imposed under Section 280G of the Internal Revenue Code and any income
and excise taxes that are payable as a result of any reimbursements for Section 280G excise taxes. In 2008,
Mr. Redgrave agreed to relinquish the 280G tax gross-up provision of his employment agreement. The total
280G tax gross-up amount in the above tables assumes that the executive officer is entitled to a full
reimbursement by us of (i) any excise taxes imposed as a result of the change in control, (ii) any income and
excise taxes imposed as a result of our reimbursement of the excise tax amount, and (iii) any additional income
and excise taxes imposed as a result of our reimbursement for any excise or income taxes. The calculation of the
280G gross-up amount in the above tables is based upon a 280G excise tax rate of 20%, a 35% federal income
tax rate, a 1.45% Medicare tax rate and a 6.56% state income tax rate. For purposes of the 280G calculation, it is
assumed that no amounts will be discounted as attributable to reasonable compensation and no value will be
attributed to the executive executing a non-competition agreement. The calculation of the 280G tax gross-up
assumes that amounts will be payable to the executive officer for any excise tax incurred regardless of whether
the executive officer’s employment is terminated. However, the amount of the 280G tax gross-up will change
based upon whether the executive officer’s employment with us is terminated because the amount of
compensation subject to Section 280G will change.

35
 Fiscal 2009 Director Compensation

The following table sets forth compensation earned by the individuals who served as directors of the
Company during fiscal 2009.(1)
Fees
Earned or
Paid in Stock
Cash Awards Total
Name ($)(2) ($)(3) ($)(4)

Dennis S. Hersch . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 60,000 $118,938 $178,938

James L. Heskett . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 85,000 138,760 223,760
Donna A. James . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97,500 163,493 260,993
David T. Kollat . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68,901 137,063 205,964
William R. Loomis, Jr. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72,500 143,669 216,169
Jeffrey H. Miro . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70,000 138,760 208,760
Jeffrey B. Swartz . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56,429 110,333 166,762
Allan R. Tessler . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 112,500 183,315 295,815
Abigail S. Wexner . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80,000 138,760 218,760
Raymond Zimmerman . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72,500 143,669 216,169

(1) Directors who are also associates receive no additional compensation for their service as directors. Our
current Board of Directors’ compensation plan does not provide for stock option awards, non-equity
incentive plan compensation, pension or non-qualified deferred compensation. At the end of four years of
membership on the Board of Directors, each member must maintain ownership of Common Stock equal to
the amount of Common Stock received as director compensation over the four-year period.
In 2008, based on a review of market-based compensation for Board members using the same peer group
used to evaluate executive compensation, the Board initially voted to increase their compensation in 2009.
However, as a result of the significant downturn in the economy, the Board decided to postpone any
increase in director compensation.
(2) Directors receive an annual cash retainer of $50,000; committee members receive an additional annual cash
retainer of $12,500 for membership on the Audit Committee and $10,000 for all other committee
memberships; committee chairs receive an additional $15,000 for the Audit and Compensation Committees
and $10,000 for other committees. Directors also receive fees of $4,000 for each Board of Directors meeting
attended in excess of ten during a fiscal year and $1,500 for each committee meeting attended in excess of
ten during a fiscal year.
(3) Directors receive an annual stock retainer worth $50,000; committee members receive an additional annual
stock grant worth $12,500 for membership on the Audit Committee and worth $10,000 for other committee
memberships. Stock retainers are granted under the Limited Brands, Inc. 2003 Stock Award and Deferred
Compensation Plan for Non-Associate Directors. The number of shares issued is calculated based on the fair
market value of Common Stock on the first day of the fiscal year and are issued in quarterly installments
over the fiscal year. The value reported reflects the fair market value of our Common Stock on the days the
shares were issued.
(4) Under a previous Board of Directors compensation plan, directors received annual stock option awards. This
plan ended and the current plan was adopted in 2003. The aggregate number of stock option awards
outstanding at January 30, 2010 for each director is as follows: Mr. Hersch, none; Dr. Heskett, none;
Ms. James, none; Dr. Kollat, 2,108 options; Mr. Loomis, none; Mr. Miro, none; Mr. Swartz, none;
Mr. Tessler, 264 options; Mrs. Wexner, 2,108 options; and Mr. Zimmerman, 2,108 options.

36
 REPORT OF THE COMPENSATION COMMITTEE

The Compensation Committee of the Limited Brands Board of Directors is composed of three directors who
are independent, as defined under the rules of the Commission and NYSE listing standards. Additionally, each
member of the Compensation Committee is an “outside director” within the meaning of Section 162(m) of the
Internal Revenue Code and a “non-employee director” with the meaning of Section 16b-3 under the Exchange
Act. The Compensation Committee reviews Limited Brands’ Compensation Discussion and Analysis on behalf
of the Board of Directors.

The Compensation Committee has reviewed and discussed the Compensation Discussion and Analysis with
management, and based on the review and discussions, the Compensation Committee recommended to the Board
of Directors that the Compensation Discussion and Analysis be included in Limited Brands’ annual report on
Form 10-K for the year ended January 30, 2010 and the Company’s proxy statement.

Compensation Committee

Proxy Statement
James L. Heskett, Chair
Jeffrey H. Miro
David T. Kollat

37
 SECURITY OWNERSHIP OF DIRECTORS AND MANAGEMENT

The following table shows certain information about the securities ownership of all directors (and nominees)
of Limited Brands, the executive officers of Limited Brands named in the “Summary Compensation Table”
above and all directors and executive officers of Limited Brands as a group.

Number of
Shares of
Common Stock
Beneficially Percent
Name of Beneficial Owner Owned(a)(b) of Class

Stuart B. Burgdoerfer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 148,555(c) *

Dennis S. Hersch . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24,736(d) *
James L. Heskett . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57,804(d) *
Donna A. James . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30,083(d) *
David T. Kollat . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123,360(c) *
William R. Loomis, Jr. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93,835(d) *
Jeffrey H. Miro . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48,212(d) *
Diane L. Neal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108,580(c) *
Martyn R. Redgrave . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 498,358(c) *
Jeffrey B. Swartz . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32,420(d) *
Allan R. Tessler . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87,132(c) *
Sharen J. Turney . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 569,032(c) *
Abigail S. Wexner . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11,965,498(c)(e) 3.7%
Leslie H. Wexner . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57,216,267(c)(f)(g) 17.7%
Raymond Zimmerman . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73,017(c)(d)(h) *
All directors and executive officers as a group . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59,250,667(c)-(h) 18.3%

* Less than 1%.

(a) Unless otherwise indicated, each named person has voting and investment power over the listed shares and
such voting and investment power is exercised solely by the named person or shared with a spouse.
However, each named person has investment but not voting power over the listed shares held in the Limited
Brands Savings and Retirement Plan.
(b) Reflects beneficial ownership of shares of Common Stock, and shares outstanding, as of January 30, 2010,
except for Mr. and Mrs. Wexner whose ownership is as of February 22, 2010.
(c) Includes the following number of shares issuable within 60 days of January 30, 2010 (February 22, 2010 for
Mr. and Mrs. Wexner), upon the exercise or vesting of outstanding stock awards: Mr. Burgdoerfer, 86,263;
Dr. Kollat, 2,108; Ms. Neal, 71,592; Mr. Redgrave, 367,272; Mr. Tessler, 264; Ms. Turney, 286,174;
Mrs. Wexner, 2,108; Mr. Wexner, 1,937,697 (includes 2,108 shares issuable to Mrs. Wexner);
Mr. Zimmerman, 2,108; and all directors and executive officers as a group, 2,858,405.
(d) Includes the following number of deferred stock units credited to directors’ accounts under the 2003 Stock
Award and Deferred Compensation Plan for Non-Associate Directors that could be convertible into
Common Stock within 60 days after termination from the Board: Mr. Hersch, 24,197; Dr. Heskett, 43,750;
Ms. James, 13,165; Mr. Loomis, 35,121; Mr. Miro, 27,673; Mr. Swartz, 32,420; and Mr. Zimmerman,
38,129.
(e) Excludes 52,216,267 shares beneficially owned by Mr. Wexner as to which Mrs. Wexner disclaims
beneficial ownership. Includes 5,000,000 shares held by Dogwood Trust as to which Mrs. Wexner shares
voting and investment power with others. Includes 6,963,390 shares directly owned by Mrs. Wexner. Of the
shares beneficially owned by Mrs. Wexner, as of February 22, 2010, 4,766,991 shares were pledged as
security to a financial institution.

38
(f) Includes 1,356,643 shares held in the Limited Brands Savings and Retirement Plan (as of January 31, 2010),
over which Mr. Wexner has investment but not voting power.
(g) Includes 2,202,953 shares held by Acorn Trust; 5,000,000 shares held by Cyprus Trust; 5,000,000 shares
held by Dogwood Trust; and 9,464,446 shares held by Linden Trust. Mr. Wexner shares voting and
investment power with others with respect to shares held by Acorn Trust, Cyprus Trust, Dogwood Trust and
Linden Trust. Includes 4,892,608 shares held by Mr. Wexner as the sole stockholder, director and officer of
Wexner Personal Holdings Corporation. Includes 6,963,390 shares directly owned by Mrs. Wexner.
Mr. Wexner may be deemed to share voting and investment power with respect to the shares directly owned
by Mrs. Wexner. Includes 20,398,530 shares directly owned by Mr. Wexner. Of the shares beneficially
owned by Mr. Wexner, as of February 22, 2010, 4,766,991 shares were pledged as security to a financial
institution.
(h) Includes 2,400 shares which are Mr. Zimmerman’s pro rata share of 7,200 shares owned by a corporation of
which Mr. Zimmerman is president and a 33% stockholder.

Proxy Statement

39
 SECTION 16(a) BENEFICIAL OWNERSHIP REPORTING COMPLIANCE

Limited Brands’ executive officers and directors, and persons who own more than ten percent of a registered
class of Limited Brands’ equity securities, must file reports of ownership and changes in ownership of Limited
Brands’ equity securities with the Commission. Copies of those reports must also be furnished to Limited
Brands. Based solely on a review of the copies of reports furnished to Limited Brands and written representations
of the Company’s executive officers and directors that no other reports were required, we believe that during
fiscal 2009 our executive officers, directors and greater than ten percent beneficial owners complied with these
filing requirements with the exception that, due to the Company’s administrative error, Ms. Turney and
Mr. Burgdoerfer each were late in filing one Form 4 reporting one transaction.

40
 SHARE OWNERSHIP OF PRINCIPAL STOCKHOLDERS

The following table sets forth the names of all persons who, as of the date indicated below, were known by
Limited Brands to be the beneficial owners (as defined in the rules of the Commission) of more than 5% of the
shares of Common Stock.

Amount Percent
Beneficially of
Name and Address of Beneficial Owner Owned Class(5)

Leslie H. Wexner(1) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57,216,267 17.7%

Three Limited Parkway
P.O. Box 16000
Columbus, OH 43216
Capital Research Global Investors(2) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22,227,743 6.9%
333 South Hope Street

Proxy Statement
Los Angeles, CA 90071
AXA Financial, Inc.(3) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25,892,167 8.0%
1290 Avenue of the Americas
New York, NY 10104
Blackrock, Inc.(4) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29,114,971 9.0%
40 East 52nd Street
New York, NY 10022

(1) For a description of Mr. Wexner’s beneficial ownership, see “Security Ownership of Directors and
Management” on page 38.
(2) As of December 31, 2009, based on information set forth in the Schedule 13G filed February 9, 2010 by
Capital Research Global Investors, a division of Capital Research and Management Company. Capital
World Investors has sole dispositive power over 22,227,743 shares and sole voting power over 6,540,000
shares.
(3) As of December 31, 2009, based on information set forth in the Schedule 13G filed February 12, 2010 by
AXA Financial, Inc., a member of the global AXA Group, on behalf of itself, AXA Assurance I.A.R.D.
Mutuelle and AXA Assurances Vie Mutuelle, AXA and their respective subsidiaries. AXA Financial, Inc.
has sole dispositive power over 21,055,730 shares and sole voting power over 17,309,350 shares.
(4) As of December 31, 2009, based on information set forth in the Schedule 13G filed January 29, 2010 by
BlackRock, Inc. BlackRock, Inc. has sole dispositive power over 29,114,971 shares and sole voting power
over 29,114,971 shares.
(5) Based on the number of shares outstanding as of January 30, 2010.

41
 REPORT OF THE AUDIT COMMITTEE

As provided in our written charter, the Audit Committee is instrumental in the Board’s fulfillment of its
oversight responsibilities relating to (i) the integrity of the Company’s financial statements, (ii) the Company’s
compliance with legal and regulatory requirements, (iii) the qualifications, independence and performance of the
Company’s independent auditors and (iv) the performance of the Company’s internal audit function. We have the
sole authority to appoint, compensate, retain, oversee and terminate the Company’s independent auditors. We
pre-approve the audit services and non-audit services to be provided by the Company’s independent auditors. In
addition, we evaluate the independent auditors’ qualifications, performance and independence and present our
conclusions with respect to the independent auditors to the full Board on at least an annual basis.

It is not the duty of the Audit Committee to plan or conduct audits or to determine that the Company’s
financial statements are complete and accurate and are in accordance with generally accepted accounting
principles. This is the responsibility of management and the independent auditors. Furthermore, while we are
responsible for reviewing the Company’s policies and practices with respect to risk assessment and management,
it is the responsibility of the CEO and senior management to determine the appropriate level of the Company’s
exposure to risk.

We have reviewed and discussed Limited Brands’ audited financial statements as of and for the year ended
January 30, 2010 and met with both management and our independent auditors to discuss the financial
statements. Management has represented to us that the financial statements were prepared in accordance with
generally accepted accounting principles. We have reviewed with the internal auditors and independent auditors
the overall scope and plans for their respective audits. We also met with the internal auditors and independent
auditors, with and without management present, to discuss the results of their examinations and their evaluations
of the Company’s internal controls.

We have also discussed with the independent auditors all matters required to be discussed with audit
committees by Statement on Auditing Standards No. 61, as amended (AICPA, Professional Standards, Vol. 1,
AU Section 380), as adopted by the Public Company Accounting Oversight Board in Rule 3200T. The
Company’s independent auditors also provided to us the written disclosures and the letter required by applicable
requirements of the Public Company Accounting Oversight Board regarding the independent auditor’s
communications with the audit committee concerning independence, and we discussed with the independent
auditors their independence from the Company. We considered whether the provision of non-audit services by
the independent auditors to the Company is compatible with maintaining their independence.

Based on the reviews and discussions summarized in this Report, and subject to the limitations on our role
and responsibilities, certain of which are referred to above and in the Audit Committee charter, we recommended
to the Board that Limited Brands’ audited financial statements be included in our annual report on Form 10-K for
the year ended January 30, 2010 for filing with the Commission.

We have appointed Ernst & Young LLP as Limited Brand’s independent registered public accountants.

Audit Committee

Donna A. James, Chair

William R. Loomis, Jr.
Allan R. Tessler
Raymond Zimmerman

42
 INDEPENDENT REGISTERED PUBLIC ACCOUNTANTS

During our 2009 fiscal year, Ernst & Young LLP served as the Company’s independent registered public
accountants and in that capacity rendered an opinion on our consolidated financial statements as of and for the
fiscal year ended January 30, 2010. The Audit Committee annually reviews the selection of independent
registered public accountants and has selected Ernst & Young LLP as the Company’s independent registered
public accountants for the current fiscal year.

Audit Fees
The aggregate audit fees payable to Ernst & Young LLP for the fiscal years ended 2009 and 2008 were
approximately $5,041,000 and $5,416,000, respectively. These amounts include fees for professional services
rendered by Ernst & Young LLP in connection with the audit of our consolidated financial statements and
reviews of our unaudited consolidated interim financial statements as well as fees for services that generally only
the independent auditor can reasonably be expected to provide, including comfort letters and consultation

Proxy Statement
regarding financial accounting and/or reporting standards. These amounts also include fees for services rendered
in connection with the audit of our internal control over financial reporting and fees for services rendered in
connection with statutory audits of our international subsidiaries’ financial statements.

Audit Related Fees

The aggregate fees for assurance and related services rendered by Ernst & Young LLP that were reasonably
related to the audit of our consolidated financial statements for the fiscal years ended 2009 and 2008 were
approximately $206,000 and $429,000, respectively. The fees under this category are for assurance and related
services that are traditionally performed by the independent auditor and include audits of employee benefit plans,
agreed upon procedures and other attest engagements.

Tax Fees
The aggregate fees for tax services rendered by Ernst & Young LLP for the fiscal years ended 2009 and
2008 were approximately $10,000 and $50,000, respectively. Tax fees include tax compliance and advisory
services.

All Other Fees

Other than as described above, there were no other services rendered by Ernst & Young LLP for the fiscal
years ended 2009 or 2008.

Pre-approval Policies and Procedures

The Audit Committee pre-approves all audit and non-audit services to be provided by Ernst & Young LLP
in a given fiscal year.

43
 OTHER MATTERS

The Board of Directors knows of no other matters to be brought before the annual meeting. However, if
other matters should come before the meeting, each of the persons named as a proxy intends to vote in
accordance with his or her judgment on such matters.

STOCKHOLDER PROPOSALS FOR NEXT YEAR

Stockholder Proposals Pursuant to Rule 14a-8.

Proposals submitted for inclusion in the proxy statement for the 2011 annual meeting must be received by
the Secretary of Limited Brands at our principal executive offices on or before the close of business on
December 17, 2010.

Other Stockholder Proposals.

If a stockholder intends to present a proposal or nominate a person for election as a director at the 2011
annual meeting other than as described above, the stockholder must comply with the requirements set forth in our
Bylaws. The Bylaws require, among other things, that the Secretary receive written notice of the intent to present
a proposal or nomination no earlier than February 28, 2011 and no later than March 30, 2011. The notice must
contain the information required by the Bylaws.

SOLICITATION EXPENSES

We will pay the expense of preparing, assembling, printing and mailing the proxy form and the form of
material used in solicitation of proxies. Our directors or employees may solicit proxies by telephone, facsimile
and personal solicitation, in addition to the use of the mail. We do not expect to pay any compensation for the
solicitation of proxies.

By Order of the Board of Directors

Leslie H. Wexner
Chairman of the Board

44
 UNITED STATES
SECURITIES AND EXCHANGE COMMISSION
Washington, D. C. 20549

FORM 10-K
(Mark One)
È ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES
EXCHANGE ACT OF 1934
For the fiscal year ended January 30, 2010
OR
‘ TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES
EXCHANGE ACT OF 1934 [NO FEE REQUIRED]
For the transition period from to
Commission file number 1-8344

LIMITED BRANDS, INC.

(Exact name of registrant as specified in its charter)

Delaware
(State or other jurisdiction 31-1029810
of incorporation or organization) (I.R.S. Employer Identification No.)

Three Limited Parkway, P.O. Box 16000,

Columbus, Ohio 43216
(Address of principal executive offices) (Zip Code)
Registrant’s telephone number, including area code (614) 415-7000
Securities registered pursuant to Section 12(b) of the Act:
Title of each class Name of each exchange on which registered
Common Stock, $.50 Par Value The New York Stock Exchange
Securities registered pursuant to Section 12(g) of the Act: None.
Indicate by check mark if the registrant is a well-known seasoned issuer, as defined in Rule 405 of the Securities
Act. Yes È No ‘

Form 10-K
Indicate by check mark if the registrant is not required to file reports pursuant to Section 13 or Section 15(d) of
the Act. Yes ‘ No È
Indicate by check mark whether the registrant (1) has filed all reports required to be filed by Section 13 or 15(d)
of the Securities Exchange Act of 1934 during the preceding 12 months (or for such shorter period that the
registrant was required to file such reports), and (2) has been subject to such filing requirements for the past 90
days. Yes È No ‘
Indicate by check mark whether the registrant has submitted electronically and posted on its corporate Website, if
any, every Interactive Data File required to be submitted and posted pursuant to Rule 405 of Regulation S-T
during the preceding 12 months (or for such shorter period that the registrant was required to submit and post
such files). Yes È No ‘
Indicate by check mark if disclosure of delinquent filers pursuant to Item 405 of Regulation S-K is not contained
herein, and will not be contained, to the best of registrant’s knowledge, in definitive proxy or information
statements incorporated by reference in Part III of this Form 10-K or any amendment to this Form 10-K. È
Indicate by check mark whether the registrant is a large accelerated filer, an accelerated filer, or a
non-accelerated filer. See definition of “accelerated filer and large accelerated filer” in Rule 12b-2 of the
Exchange Act.
Large accelerated filer È Accelerated filer ‘ Non-accelerated filer ‘
Indicate by check mark whether the registrant is a shell company (as defined in Rule 12b-2 of the Exchange
Act). Yes ‘ No È
The aggregate market value of the registrant’s Common Stock held by non-affiliates of the registrant as of the
last business day of the registrant’s most recently completed second fiscal quarter was: $3,450,695,967.
Number of shares outstanding of the registrant’s Common Stock as of March 19, 2010: 323,296,784.
DOCUMENTS INCORPORATED BY REFERENCE
Portions of the Registrant’s Proxy Statement for the Registrant’s 2010 Annual Meeting of Stockholders to
be held on May 27, 2010, are incorporated by reference into Part II and Part III.
 Table of Contents

Page No.

Part I

Item 1. Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Item 1A. Risk Factors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Item 1B. Unresolved Staff Comments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Item 2. Properties . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Item 3. Legal Proceedings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Item 4. Reserved . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Part II

Item 5. Market for the Registrant’s Common Equity, Related Stockholder Matters and Issuer
Purchases of Equity Securities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Item 6. Selected Financial Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Item 7. Management’s Discussion and Analysis of Financial Condition and Results of Operation . . 19
Item 7A. Quantitative and Qualitative Disclosures About Market Risk . . . . . . . . . . . . . . . . . . . . . . . . . 55
Item 8. Financial Statements and Supplementary Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59
Item 9. Changes in and Disagreements with Accountants on Accounting and Financial
Disclosure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 107
Item 9A. Controls and Procedures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 107
Item 9B. Other Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 107

Part III

Item 10. Directors, Executive Officers and Corporate Governance . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108

Item 11. Executive Compensation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108
Item 12. Security Ownership of Certain Beneficial Owners and Management and Related
Stockholder Matters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108
Item 13. Certain Relationships and Related Transactions, and Director Independence . . . . . . . . . . . . . 109
Item 14. Principal Accountant Fees and Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109

Part IV

Item 15. Exhibits, Financial Statement Schedules . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 110

Signatures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 115
 PART I

ITEM 1. BUSINESS.
GENERAL.
We operate in the highly competitive specialty retail business. We are a retailer of women’s intimate and other
apparel, beauty and personal care products and accessories under various trade names. We sell our merchandise
primarily through our retail stores in the United States and Canada and through our websites and catalogues.

FISCAL YEAR.
Our fiscal year ends on the Saturday nearest to January 31. As used herein, “2010”, “2009”, “2008”, “2007” and
“2005” refer to the 52 week periods ending January 29, 2011, January 30, 2010, January 31, 2009, February 2,
2008 and January 28, 2006, respectively. “2006” refers to the 53 week period ended February 3, 2007.

DESCRIPTION OF OPERATIONS.
Our Company
We are committed to building a family of the world’s best fashion retail brands, offering captivating customer
experiences that drive long-term loyalty and deliver sustained value for our stakeholders. Founded in 1963 in
Columbus, Ohio, we have evolved from an apparel-based specialty retailer to an approximately $9 billion
segment leader focused on lingerie, beauty and personal care product categories that make customers feel sexy,
sophisticated and forever young.

We lead these product categories through our Victoria’s Secret and Bath & Body Works brands. We sell our
products at more than 1,000 Victoria’s Secret stores and more than 1,600 Bath & Body Works stores nationwide,
via the Victoria’s Secret Catalogue and online at www.VictoriasSecret.com and www.BathandBodyWorks.com.
We also sell upscale accessory products through our Henri Bendel flagship and 10 accessory stores, as well as
online at www.HenriBendel.com. Through our La Senza, Bath & Body Works and Pink brands, products are also
available in retail venues in Canada. Additionally, La Senza has franchising relationships in 49 countries around

Form 10-K
the globe. Victoria’s Secret products are also made available on a wholesale basis to duty-free stores and other
international retail locations.

Victoria’s Secret is the leading U.S. specialty retailer of lingerie with modern, fashion-inspired collections,
prestige fragrances and cosmetics, celebrated supermodels and world-famous runway shows. Victoria’s Secret
lingerie and beauty stores, the catalogue and www.VictoriasSecret.com allow customers to shop the brand
anywhere, any time, from any place for glamorous and sexy products from lines such as Very Sexy®, Body by
Victoria®, Angels by Victoria’s Secret®, VS Cotton™, BioFit® and Victoria’s Secret Pink®, and luxurious
beauty products from lines such as Dream Angels™, Victoria’s Secret Pink®, Beauty Rush® and Very Sexy ®.

Bath & Body Works has reinvented the personal care industry with the introduction of fragrant flavorful
indulgences, including shower gels, lotions, antibacterial soaps, candles and accessories. Combining the
introduction of spa products that are easily used at home with the incorporation of simple rituals into daily life,
Bath & Body Works is committed to helping consumers improve their emotional and physical well-being. With a
focus on creating and offering the best products and an emphasis on innovation, Bath & Body Works is the
ultimate personal care destination.

1
Real Estate
The following chart provides the retail businesses and the number of our company-owned retail stores in
operation for each business as of January 30, 2010 and January 31, 2009.

January 30, January 31,

2010 2009

Victoria’s Secret Stores . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,040 1,043

Bath & Body Works . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,627 1,638
La Senza . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 258 322
Henri Bendel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 5
Bath & Body Works Canada . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 6
Victoria’s Secret Pink Canada . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 —
Total . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2,971 3,014

The following table provides the changes in the number of our company-owned retail stores operated for the past
five fiscal years:

Acquired/
Beginning Divested
Fiscal Year of Year Opened Closed Businesses End of Year

2009 ............................... 3,014 59 (102) — 2,971

2008 ............................... 2,926 145 (57) — 3,014
2007 ............................... 3,766 129 (100) (869)(a) 2,926
2006 ............................... 3,590 52 (169) 293(b) 3,766
2005 ............................... 3,779 50 (239) — 3,590

(a) Express and Limited Stores were divested in July 2007 and August 2007, respectively.
(b) Represents stores acquired in the La Senza acquisition on January 12, 2007.

Our Strengths
We believe the following competitive strengths contribute to our leading market position, differentiate us from
our competitors, and will drive future growth:

Industry Leading Brands

We believe that our two flagship brands, Victoria’s Secret and Bath & Body Works, are almost universally
recognized and others including Pink and La Senza, exhibit brand recognition which provides us with a
competitive advantage. These brands are aspirational at accessible price points, and have a loyal customer base.
These brands allow us to target markets across the economic spectrum, across demographics and across the
world.
• At Victoria’s Secret, we market products to the late-teen and college-age woman with Pink and then
transition her into glamorous and sexy product lines, such as Angels, Very Sexy or Body by Victoria. While
bras and panties are the core of what we do, these brands also give our customers choices in clothing,
accessories, fragrances, lotions, cosmetics, swimwear and athletic attire.
• Bath & Body Works caters to our customers’ entire well-being, providing shower gels and lotions,
aromatherapy, antibacterial soaps, candles and personal care accessories.
• In Canada, La Senza is a leader in the intimate apparel market.

2
In-Store Experience and Store Operations
We view the customer’s in-store experience as an important vehicle for communicating the image of each brand.
We utilize visual presentation of merchandise, in-store marketing, music and our sales associates to reinforce the
image represented by the brands.

Our in-store marketing is designed to convey the principal elements and personality of each brand. The store
design, furniture, fixtures and music are all carefully planned and coordinated to create a shopping experience.
Every brand displays merchandise uniformly to ensure a consistent store experience, regardless of location. Store
managers receive detailed plans designating fixture and merchandise placement to ensure coordinated execution
of the company-wide merchandising strategy.

Our sales associates and managers are a central element in creating the atmosphere of the stores by providing a
high level of customer service.

Product Development, Sourcing and Logistics

We believe a large part of our success comes from frequent and innovative product launches, which include bra
launches at Victoria’s Secret and the recent restage of the Signature Collection and antibacterial lines at Bath &
Body Works. Our merchant, design and sourcing teams at Victoria’s Secret and our apparel sourcing function
have a long history of bringing new products to our customers. Our personal care sourcing function works with
our merchant teams to bring new ideas to the Bath & Body Works and Victoria’s Secret Beauty customer.

We have an integrated supply chain leading from our key manufacturing partners around the world, through our
distribution centers in Columbus, Ohio, to our stores. We believe that our apparel sourcing function has a long
and deep presence in the key sourcing markets of Asia, which helps us partner with the best manufacturers and
get high quality products to our customers quickly.

Experienced and Committed Management Team

We were founded in 1963 and have been led since inception by Leslie H. Wexner. Our senior management team

Form 10-K
has a wealth of retail and business experience at Limited Brands and other companies such as Nieman Marcus,
Target, The Gap, Inc., The Home Depot, Carlson Companies and Yum Brands. We believe that we have one of
the most experienced management teams in retail.

Additional Information
Merchandise Suppliers
During 2009, we purchased merchandise from over 1,000 suppliers located throughout the world. No supplier
provided 10% or more of our merchandise purchases.

Distribution and Merchandise Inventory

Most of the merchandise and related materials for our stores are shipped to our distribution centers in the
Columbus, Ohio area. We use a variety of shipping terms that result in the transfer of title to the merchandise at
either the point of origin or point of destination.

Our policy is to maintain sufficient quantities of inventories on hand in our retail stores and distribution centers
to enable us to offer customers an appropriate selection of current merchandise. We emphasize rapid turnover
and take markdowns as required to keep merchandise fresh and current.

3
Information Systems
Our management information systems consist of a full range of retail, financial and merchandising systems. The
systems include applications related to point-of-sale, e-commerce, merchandising, planning, sourcing, logistics,
inventory management and support systems including human resources and finance. We continue to invest in
technology to upgrade core systems to continue to improve our efficiency and accuracy in the production and
delivery of merchandise to our stores.

Seasonal Business
Our operations are seasonal in nature and consist of two principal selling seasons: Spring (the first and second
quarters) and Fall (the third and fourth quarters). The fourth quarter, including the holiday season, accounted for
approximately one-third of our net sales for 2009, 2008 and 2007 and is typically our most profitable quarter.
Accordingly, cash requirements are highest in the third quarter as our inventories build in advance of the holiday
season.

Regulation
We and our products are subject to regulation by various federal, state, local and international regulatory
authorities. We are subject to a variety of customs regulations and international trade arrangements.

Trademarks and Patents

Our trademarks and patents, which constitute our primary intellectual property, have been registered or are the
subject of pending applications in the United States Patent and Trademark Office and with the registries of many
foreign countries and/or are protected by common law. We believe our products and services are identified by
our intellectual property and, thus, our intellectual property is of significant value. Accordingly, we intend to
maintain our intellectual property and related registrations and vigorously protect our intellectual property assets
against infringement.

Segment Information
We have two reportable segments: Victoria’s Secret and Bath & Body Works. The Victoria’s Secret reportable
segment consists of the Victoria’s Secret and La Senza operating segments which are aggregated in accordance
with the authoritative guidance included in Accounting Standards Codification Subtopic 280, Segment Reporting.

Other Information
For additional information about our business, including our net sales and profits for the last three years and
selling square footage, see Item 7. Management’s Discussion and Analysis of Financial Condition and Results of
Operation. For the financial results of our reportable segments, see Note 21 to the Consolidated Financial
Statements included in Item 8. Financial Statements and Supplementary Data.

COMPETITION.
The sale of women’s intimate and other apparel, personal care and beauty products and accessories through retail
stores is a highly competitive business with numerous competitors, including individual and chain specialty
stores, department stores and discount retailers. Brand image, marketing, design, price, service, assortment and
quality are the principal competitive factors in retail store sales. Our direct response businesses compete with
numerous national and regional direct response merchandisers. Image presentation, fulfillment and the factors
affecting retail store sales discussed above are the principal competitive factors in direct response sales.

4
ASSOCIATE RELATIONS.
On January 30, 2010, we employed approximately 92,100 associates, 75,000 of whom were part-time. In
addition, temporary associates are hired during peak periods, such as the holiday season.

EXECUTIVE OFFICERS OF THE REGISTRANT.

Set forth below is certain information regarding our executive officers.

Leslie H. Wexner, 72, has been our Chairman of the Board of Directors for more than thirty years and our Chief
Executive Officer since our founding in 1963.

Martyn R. Redgrave, 57, has been our Executive Vice President and Chief Administrative Officer since
March 2005. In addition, Mr. Redgrave was our Chief Financial Officer from September 2006 to April 2007.

Stuart B. Burgdoerfer, 47, has been our Executive Vice President and Chief Financial Officer since April 2007.

Sharen J. Turney, 53, has been our Chief Executive Officer and President of Victoria’s Secret since July 2006.

Diane L. Neal, 53, has been our Chief Executive Officer and President of Bath & Body Works since June 2007.

Jane L. Ramsey, 52, has been our Executive Vice President, Human Resources, since April 2006.

All of the above officers serve at the discretion of our Board of Directors and are members of our Executive
Committee.

AVAILABLE INFORMATION.
Our annual reports on Form 10-K, quarterly reports on Form 10-Q, current reports on Form 8-K, amendments to
those reports and code of conduct are available, free of charge, on our website, www.LimitedBrands.com. These
reports are available as soon as reasonably practicable after such material is electronically filed with or furnished

Form 10-K
to the Securities and Exchange Commission (“SEC”).

ITEM 1A. RISK FACTORS.

The following discussion of risk factors contains “forward-looking statements,” as discussed in Item 1. These
risk factors may be important to understanding any statement in this Form 10-K, other filings or in any other
discussions of our business. The following information should be read in conjunction with Item 7. Management’s
Discussion and Analysis of Financial Condition and Results of Operation and Item 8. Financial Statements and
Supplementary Data.

In addition to the other information set forth in this report, the reader should carefully consider the following
factors which could materially affect our business, financial condition or future results. The risks described
below are not our only risks. Additional risks and uncertainties not currently known or that are currently deemed
to be immaterial may also adversely affect our business, operating results and/or financial condition in a material
way.

Our revenue, profit results and cash flow are sensitive to, and may be adversely affected by, general
economic conditions, consumer confidence and spending patterns.
Our growth, sales and profitability may be adversely affected by negative local, regional, national or international
political or economic trends or developments that reduce the consumers’ ability or willingness to spend,
including the effects of national and international security concerns such as war, terrorism or the threat thereof.

5
In particular, our operating results are generally impacted by changes in the United States and Canadian
economies. Negative economic conditions may impact the level of consumer spending and inhibit customers’ use
of credit. Purchases of women’s intimate and other apparel, beauty and personal care products and accessories
often decline during periods when economic or market conditions are unsettled or weak. In such circumstances,
we may increase the number of promotional sales, which could have a material adverse effect on our results of
operations and financial condition.

The global economic crisis could also impair the solvency of our suppliers, customers and other
counterparties.
There could be a number of additional effects from the ongoing economic downturn. The inability of key
suppliers to access liquidity, or the insolvency of key suppliers, could lead to delivery delays or failures. We
provide merchandise sourcing services to other retailers and licensees and grant credit to these parties in the
normal course of business which subjects us to potential credit risk. Additionally, we have guaranteed certain
lease payments of certain of our former subsidiaries. Financial difficulties of our customers or those former
subsidiaries for whom we guarantee lease payments could have a material adverse effect on our results of
operations and financial condition. Finally, other counterparty failures, including banks and counterparties to
contractual arrangements, could negatively impact our business.

The global economic crisis could have a material adverse effect on our liquidity and capital resources.
The general economic and capital market conditions in the United States and other parts of the world have
deteriorated significantly. These conditions have affected access to capital and increased the cost of capital.
Although we believe that our capital structure and credit facilities will provide sufficient liquidity, there can be
no assurance that our liquidity will not be affected by changes in the financial markets or that our capital
resources will at all times be sufficient to satisfy our liquidity needs. If these conditions continue or become
worse, our future cost of debt and equity capital and access to the capital markets could be adversely affected.

Our net sales depend on a volume of traffic to our stores and the availability of suitable lease space.
Most of our stores are located in retail shopping areas including malls and other types of retail centers. Sales at
these stores are derived, in part, from the high volume of traffic in those retail areas. Our stores benefit from the
ability of the retail center and other attractions in an area, including “destination” retail stores, to generate
consumer traffic in the vicinity of our stores. Sales volume and retail traffic may be adversely affected by
economic downturns in a particular area, competition from other retail and non-retail attractions and other retail
areas where we do not have stores. Recently, sales volume has been adversely affected by the recessionary
economic conditions.

Part of our future growth is significantly dependent on our ability to operate stores in desirable locations with
capital investment and lease costs providing the opportunity to earn a reasonable return. We cannot be sure as to
when or whether such desirable locations will become available at reasonable costs.

Our net sales, operating income and inventory levels fluctuate on a seasonal basis.
We experience major seasonal fluctuations in our net sales and operating income, with a significant portion of
our operating income typically realized during the fourth quarter holiday season. Any decrease in sales or
margins during this period could have a material adverse effect on our results of operations and financial
condition.

Seasonal fluctuations also affect our inventory levels, since we usually order merchandise in advance of peak
selling periods and sometimes before new fashion trends are confirmed by customer purchases. We must carry a
significant amount of inventory, especially before the holiday season selling period. If we are not successful in
selling inventory, we may have to sell the inventory at significantly reduced prices or may not be able to sell the
inventory at all, which could have a material adverse effect on our results of operations and financial condition.

6
Our ability to grow depends in part on new store openings and existing store remodels and expansions.
Our continued growth and success will depend in part on our ability to open and operate new stores and expand
and remodel existing stores on a timely and profitable basis. Accomplishing our new and existing store
expansion goals will depend upon a number of factors, including the ability to partner with developers and
landlords to obtain suitable sites for new and expanded stores at acceptable costs, the hiring and training of
qualified personnel, particularly at the store management level, and the integration of new stores into existing
operations. There can be no assurance we will be able to achieve our store expansion goals, manage our growth
effectively, successfully integrate the planned new stores into our operations or operate our new, remodeled and
expanded stores profitably.

Our plans for international expansion include risks that could adversely impact our financial results and
reputation.
We intend to further expand into international markets through franchise/distribution agreements and/or
company-owned stores. The risks associated with our expansion into international markets include difficulties in
attracting customers due to a lack of customer familiarity with our brands, our lack of familiarity with local
customer preferences and seasonal differences in the market. Further, entry into this market may bring us into
competition with new competitors or with existing competitors with an established market presence. Other risks
include general economic conditions in specific countries or markets, disruptions or delays in shipments, changes
in diplomatic and trade relationships, political instability and foreign governmental regulation.

We also have risks related to identifying suitable partners as franchisees, distributors or in a similar capacity. In
addition, certain aspects of these arrangements are not directly within our control, such as the ability of these
third parties to meet their projections regarding store openings and sales. We cannot ensure the profitability or
success of our expansion into international markets. These risks could have a material adverse effect on our
brand image and reputation as well as our results of operations, financial condition and cash flows.

Our licensees could take actions that could harm our business or brand images.
We have global representation through independently owned La Senza stores operated by licensees. Although we
have criteria to evaluate and select prospective licensees, the amount of control we can exercise over our

Form 10-K
licensees is limited and the quality of licensed operations may be diminished by any number of factors beyond
our control. Licensees may not have the business acumen or financial resources necessary to successfully operate
stores in a manner consistent with our standards and may not hire and train qualified store managers and other
personnel. Our brand image and reputation may suffer materially and our sales could decline if our licensees do
not operate successfully.

Our direct channel business includes risks that could have an adverse effect on our results from operations
or financial condition.
Our direct operations are subject to numerous risks that could have a material adverse effect on our operational
results. Risks include, but are not limited to, the (a) diversion of sales from our stores, which may impact
comparable store sales figures, (b) difficulty in recreating the in-store experience through our direct channels,
(c) domestic or international resellers purchasing merchandise and re-selling it overseas outside our control,
(d) risks related to the failure of the systems that operate the web sites and their related support systems,
including computer viruses, theft of customer information, privacy concerns, telecommunication failures and
electronic break-ins and similar disruptions, and (e) risks related to our direct-to-consumer distribution center.
Any of these events could have a material adverse effect on our results of operations and financial condition.

Our failure to protect our reputation could have a material adverse effect on our brand images.
Our ability to maintain our reputation is critical to our brand images. Our reputation could be jeopardized if we
fail to maintain high standards for merchandise quality and integrity. Any negative publicity about these types of

7
concerns may reduce demand for our merchandise. Failure to comply with ethical, social, product, labor and
environmental standards, or related political considerations, could also jeopardize our reputation and potentially
lead to various adverse consumer actions, including boycotts. Failure to comply with local laws and regulations,
to maintain an effective system of internal controls or to provide accurate and timely financial statement
information could also hurt our reputation. Damage to our reputation or loss of consumer confidence for any of
these or other reasons could have a material adverse effect on our results of operations and financial condition, as
well as require additional resources to rebuild our reputation.

Our failure to adequately protect our trade names, trademarks and patents could have a negative impact
on our brand images and limit our ability to penetrate new markets.
We believe that our trade names, trademarks and patents are an essential element of our strategy. We have
obtained or applied for federal registration of these trade names, trademarks and patents and have applied for or
obtained registrations in many foreign countries. There can be no assurance that we will obtain such registrations
or that the registrations we obtain will prevent the imitation of our products or infringement of our intellectual
property rights by others. If any third-party copies our products in a manner that projects lesser quality or carries
a negative connotation, our brand images could be adversely affected.

Our results can be adversely affected by market disruptions.

Market disruptions due to severe weather conditions, natural disasters, health hazards, terrorist activities,
financial crises, political crises or other major events or the prospect of these events can affect consumer
spending and confidence levels and adversely affect our results or prospects in affected markets. The receipt of
proceeds under any insurance we maintain for these purposes may be delayed or the proceeds may be insufficient
to fully offset our losses.

Our stock price may be volatile.

Our stock price may fluctuate substantially as a result of quarter to quarter variations in our actual or projected
performance or the financial performance of other companies in the retail industry. In addition, the stock market
has experienced price and volume fluctuations that have affected the market price of many retail and other stocks
and that have often been unrelated or disproportionate to the operating performance of these companies.

Our failure to maintain our credit rating could negatively affect our ability to access capital and would
increase our interest expense.
The credit ratings agencies periodically review our capital structure and the quality and stability of our earnings.
Any negative ratings actions could constrain the capital available to our company or our industry and could limit
our access to funding for our operations. We are dependent upon our ability to access capital at rates and on
terms we determine to be attractive. If our ability to access capital becomes constrained, our interest costs will
likely increase, which could have a material adverse effect on our results of operations and financial condition.
Additionally, our failure to maintain our credit rating would result in higher interest costs.

We may be unable to service our debt.

We may be unable to service our outstanding debt or any other debt we incur. Additionally, some of our debt
agreements contain covenants which require maintenance of certain financial ratios and also, under certain
conditions, restrict our ability to pay dividends, repurchase common shares and make other restricted payments
as defined in those agreements.

Our cash flow from operations provides the primary source of funds for our debt service payments. If our cash
flow from operations is adversely impacted, we may be unable to service or refinance our current debt.

8
Our inability to compete favorably in our highly competitive segment of the retail industry could
negatively impact our results.
The sale of intimate and other apparel, personal care products and accessories is highly competitive. We compete
for sales with a broad range of other retailers, including individual and chain specialty stores, department stores
and discount retailers. In addition to the traditional store-based retailers, we also compete with direct marketers
or retailers that sell similar lines of merchandise and who target customers through direct response channels.
Brand image, marketing, design, price, service, quality, image presentation and fulfillment are all competitive
factors in both the store-based and direct response channels.

Some of our competitors may have greater financial, marketing and other resources available. In many cases, our
competitors sell their products in department stores that are located in the same shopping malls as our stores. In
addition to competing for sales, we compete for favorable site locations and lease terms in shopping malls.

Increased competition could result in price reductions, increased marketing expenditures and loss of market
share, any of which could have a material adverse effect on our results of operations and financial condition. The
recent recessionary conditions have resulted in more significant competition and our competitors have lowered
prices and engaged in more promotional activity.

Our inability to remain current with fashion trends and launch new product lines successfully could
negatively impact the image and relevance of our brands.
Our success depends in part on management’s ability to effectively anticipate and respond to changing fashion
preferences and consumer demands and to translate market trends into appropriate, saleable product offerings far
in advance of the actual time of sale to the customer. Customer demands and fashion trends change rapidly. If we
are unable to successfully anticipate, identify or react to changing styles or trends or we misjudge the market for
our products or any new product lines, our sales will be lower, potentially resulting in significant amounts of
unsold finished goods inventory. In response, we may be forced to increase our marketing promotions or price
markdowns, which could have a material adverse effect on our results of operations and financial condition. Our
brand image may also suffer if customers believe merchandise misjudgments indicate we are no longer able to
identify and offer the latest fashions.

Form 10-K
We may be unable to retain key personnel.
It is our belief we have benefited substantially from the leadership and experience of our senior executives,
including Leslie H. Wexner (Chairman of the Board of Directors and Chief Executive Officer). The loss of the
services of any of these individuals could have a material adverse effect on our business and prospects.
Competition for key personnel in the retail industry is intense and our future success will also depend on our
ability to recruit, train and retain other qualified key personnel.

We may be unable to attract, develop and retain qualified employees and manage labor costs.
We believe our competitive advantage is providing a positive, engaging and satisfying experience for each
individual customer, which requires us to have highly trained and engaged employees. Our success depends in
part upon our ability to attract, develop and retain a sufficient number of qualified employees, including store
personnel and talented merchants. The turnover rate in the retail industry is generally high and qualified
individuals of the requisite caliber and number needed to fill these positions may be in short supply in some
areas. Competition for such qualified individuals or changes in labor and healthcare laws could require us to
incur higher labor costs. Our inability to recruit a sufficient number of qualified individuals in the future may
delay planned openings of new stores or affect the speed with which we expand. Delayed store openings,
significant increases in employee turnover rates or significant increases in labor costs could have a material
adverse effect on our results of operations and financial condition.

9
We rely significantly on foreign sources of production and maintenance of operations in foreign countries.
We purchase merchandise directly in foreign markets and in the domestic market. We do not have any material
long-term merchandise supply contracts. Many of our imports are subject to a variety of customs regulations and
international trade arrangements, including existing or potential duties, tariffs or safeguard quotas. We compete
with other companies for production facilities.

We also face a variety of other risks generally associated with doing business in foreign markets and importing
merchandise from abroad, such as:
• political instability;
• imposition of duties, taxes and other charges on imports;
• legal and regulatory matters;
• currency and exchange risks;
• local business practice and political issues (including issues relating to compliance with domestic or
international labor standards) which may result in adverse publicity or threatened or actual adverse
consumer actions, including boycotts;
• potential delays or disruptions in shipping and related pricing impacts;
• disruption of imports by labor disputes; and
• changing expectations regarding product safety due to new legislation.

New initiatives may be proposed impacting the trading status of certain countries and may include retaliatory
duties or other trade sanctions which, if enacted, would limit or reduce the products purchased from suppliers in
such countries.

In addition, significant health hazards, environmental hazards or natural disasters may occur which could have a
negative effect on the economies, financial markets and business activity. Our purchase of merchandise from
these manufacturing operations may be affected by this risk.

Our future performance will depend upon these and the other factors listed above which are beyond our control
and could have a material adverse effect on our results of operations and financial condition.

Our manufacturers may not be able to manufacture and deliver products in a timely manner and meet
quality standards.
We purchase products through contract manufacturers and importers and directly from third-party manufacturers.
Similar to most other specialty retailers, we have narrow sales window periods for much of our inventory.
Factors outside our control, such as manufacturing or shipping delays or quality problems, could disrupt
merchandise deliveries and result in lost sales, cancellation charges or excessive markdowns which could have a
material adverse effect on our results of operations and financial condition.

Our results may be adversely affected by fluctuations in energy costs.

Energy costs have fluctuated dramatically in the past. These fluctuations may result in an increase in our
transportation costs for distribution, utility costs for our retail stores and costs to purchase product from our
manufacturers. A continual rise in energy costs could adversely affect consumer spending and demand for our
products and increase our operating costs, both of which could have a material adverse effect on our results of
operations and financial condition.

10
We may be adversely impacted by increases in costs of mailing, paper and printing.
Postal rate increases and paper and printing costs will affect the cost of our order fulfillment and catalogue and
promotional mailings. We rely on discounts from the basic postal rate structure, such as discounts for bulk
mailings and sorting. Future paper and postal rate increases could adversely impact our earnings if we are unable
to pass such increases directly onto our customers or if we are unable to implement more efficient printing,
mailing, delivery and order fulfillment systems.

We self-insure certain risks and may be adversely impacted by unfavorable claims experience.
We are self-insured for various types of insurable risks including associate medical benefits, workers’
compensation, property, general liability and automobile up to certain stop-loss limits. Claims are difficult to
predict and may be volatile. Any adverse claims experience could have a material adverse effect on our results of
operations and financial condition.

We significantly rely on our ability to implement and sustain information technology systems.
Our success depends, in part, on the secure and uninterrupted performance of our information technology
systems. Our computer systems, as well as those of our service providers, are vulnerable to damage from a
variety of sources, including telecommunication failures, malicious human acts and natural disasters. Moreover,
despite network security measures, some of our servers and those of our service providers are potentially
vulnerable to physical or electronic break-ins, computer viruses and similar disruptive problems. Additionally,
these types of problems could result in a breach of confidential customer information which could result in
damage to our reputation and/or litigation. Despite the precautions we have taken, unanticipated problems may
nevertheless cause failures in our information technology systems. Sustained or repeated system failures that
interrupt our ability to process orders and deliver products to the stores in a timely manner or expose confidential
customer information could have a material adverse effect on our results of operations and financial condition.

In addition, we will make modifications and upgrades to the information technology systems for point-of-sale,
e-commerce, merchandising, planning, sourcing, logistics, inventory management and support systems including
human resources and finance. Modifications involve replacing legacy systems with successor systems, making

Form 10-K
changes to legacy systems or acquiring new systems with new functionality. We are aware of inherent risks
associated with replacing these systems, including accurately capturing data and system disruptions. Information
technology system disruptions, if not anticipated and appropriately mitigated, could have a material adverse
effect on our operations.

We may fail to comply with regulatory requirements.

As a public company, we are subject to numerous regulatory requirements. Our policies, procedures and internal
controls are designed to comply with all applicable laws and regulations, including those imposed by the
Sarbanes-Oxley Act of 2002, the SEC and the New York Stock Exchange (the “NYSE”). Failure to comply with
such laws and regulations could have an adverse effect on our reputation, market price of our common stock,
results of operations and financial condition.

We may be adversely impacted by changes in taxation requirements.

We are subject to income tax in local, national and international jurisdictions. In addition, our products are
subject to import and excise duties and/or sales or value-added taxes in many jurisdictions. Fluctuations in tax
rates and duties and changes in tax legislation or regulation could have a material adverse effect on our results of
operations and financial condition.

11
We may be adversely impacted by certain compliance or legal matters.
We are subject to complex compliance and litigation risks. Difficulty can exist in complying with sometimes
conflicting regulations in local, national or international jurisdictions as well as new or changing regulations that
affect how we operate. In addition, we may be impacted by litigation trends, including class action lawsuits
involving consumers and shareholders that could have a material adverse effect on our reputation, market price
of our common stock, results of operations and financial condition.

ITEM 1B. UNRESOLVED STAFF COMMENTS.

None.

ITEM 2. PROPERTIES.
The following table provides the location, use and size of our distribution, corporate and product development
facilities as of January 30, 2010:

Approximate
Square
Location Use Footage

Columbus, Ohio . . . . . . . . . . . . . . . . . . . . . Corporate, distribution and shipping 6,414,000

New York, New York . . . . . . . . . . . . . . . . . Office, sourcing and product development/design 513,000
Montreal, Quebec, Canada . . . . . . . . . . . . . Office, distribution and shipping 486,000
Kettering, Ohio . . . . . . . . . . . . . . . . . . . . . . Call center 94,000
Hong Kong . . . . . . . . . . . . . . . . . . . . . . . . . Office and sourcing 80,000
Rio Rancho, New Mexico . . . . . . . . . . . . . . Call center 73,000
Paramus, New Jersey . . . . . . . . . . . . . . . . . Research and development and office 31,000
Various foreign locations . . . . . . . . . . . . . . Office and sourcing 21,000

United States
Our business for both the Victoria’s Secret and Bath & Body Works segments is principally conducted from
office, distribution and shipping facilities located in the Columbus, Ohio area. Additional facilities are located in
New York, New York; Kettering, Ohio; Rio Rancho, New Mexico and Paramus, New Jersey.

Our distribution and shipping facilities consist of seven buildings located in the Columbus, Ohio area. These
buildings, including attached office space, comprise approximately 6.4 million square feet.

As of January 30, 2010, we operate 2,678 retail stores located in leased facilities, primarily in malls and shopping
centers, throughout the United States. A substantial portion of these lease commitments consists of store leases
generally with an initial term of ten years. The leases expire at various dates between 2010 and 2024.

Typically, when space is leased for a retail store in a mall or shopping center, we supply all improvements,
including interior walls, floors, ceilings, fixtures and decorations. The cost of improvements varies widely,
depending on the design, size and location of the store. In certain cases, the landlord of the property may provide
an allowance to fund all or a portion of the cost of improvements serving as a lease incentive. Rental terms for
new locations usually include a fixed minimum rent plus a percentage of sales in excess of a specified amount.
We usually pay certain operating costs such as common area maintenance, utilities, insurance and taxes. For
additional information, see Note 16 to the Consolidated Financial Statements included in Item 8. Financial
Statements and Supplementary Data.

12
International
Canada
Our international business is principally conducted from owned and leased office, distribution and shipping
facilities located in the Montreal, Quebec area. Additional leased office facilities are located in Toronto, Ontario.

Our distribution and shipping facilities consist of two buildings located in the Montreal, Quebec area. These
buildings, including attached office space, comprise approximately 386,000 square feet. Additionally, we lease
additional office facilities in the Montreal area comprised of approximately 100,000 square feet.

As of January 30, 2010, we operate 293 retail stores located in leased facilities, primarily in malls and shopping
centers, throughout the Canadian provinces. A substantial portion of these lease commitments consists of store
leases generally with an initial term of ten years. The leases expire at various dates between 2010 and 2024.

Other International
As of January 30, 2010, we also have global representation through 520 independently owned “La Senza” stores
operated by licensees in 49 countries. In addition, Victoria’s Secret products and accessories are made available
on a wholesale basis to duty-free stores and other international retail locations including travel and tourism
stores.

We also operate sourcing-related office facilities in various international locations.

ITEM 3. LEGAL PROCEEDINGS.

We are a defendant in a variety of lawsuits arising in the ordinary course of business. Plaintiffs may seek to
recover large and sometimes unspecified amounts or other types of relief and some matters may remain
unresolved for several years. Although we are unable to predict with certainty the eventual outcome of any
litigation, in the opinion of management, our legal proceedings are not expected to have a material adverse effect
on our financial position or results of operations.

Form 10-K
On November 6, 2009, a class action (International Brotherhood of Electrical Workers Local 697 Pension Fund
v. Limited Brands, Inc. et al.) was filed against our company and certain of our officers in the United States
District Court for the Southern District of Ohio on behalf of a purported class of all persons who purchased or
acquired shares of Limited Brands common stock between August 22, 2007 and February 28, 2008. We believe
the complaint is without merit and that we have substantial factual and legal defenses to the claims at issue. We
intend to vigorously defend against this action. We cannot reasonably estimate the possible loss or range of loss
that may result from this lawsuit.

ITEM 4. RESERVED.

13
 PART II

ITEM 5. MARKET FOR REGISTRANT’S COMMON EQUITY, RELATED STOCKHOLDER

MATTERS AND ISSUER PURCHASES OF EQUITY SECURITIES.
Our common stock (“LTD”) is traded on the New York Stock Exchange. On January 30, 2010, there were
approximately 55,000 shareholders of record. However, including active associates who participate in our stock
purchase plan, associates who own shares through our sponsored retirement plans and others holding shares in
broker accounts under street names, we estimate the shareholder base to be approximately 145,000.

The following table provides our quarterly market prices and cash dividends per share for 2009 and 2008:

Market Price Cash Dividend

High Low Per Share
2009
Fourth quarter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $20.90 $16.28 $0.15
Third quarter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19.99 12.56 0.15
Second quarter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13.73 10.28 0.15
First quarter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11.70 5.98 0.15
2008
Fourth quarter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $12.25 $ 6.90 $0.15
Third quarter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22.16 9.85 0.15
Second quarter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19.73 14.45 0.15
First quarter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19.45 14.41 0.15

14
The following graph shows the changes, over the past five-year period, in the value of $100 invested in our
common stock, the Standard & Poor’s 500 Composite Stock Price Index and the Standard & Poor’s 500 Retail
Composite Index. The plotted points represent the closing price on the last day of the fiscal year indicated.

COMPARISON OF 5 YEAR CUMULATIVE TOTAL RETURN*

AMONG LIMITED BRANDS, INC., THE S&P 500 INDEX AND THE S&P RETAIL COMPOSITE
INDEX
*$100 INVESTED IN STOCK OR IN INDEX AT THE CLOSING PRICE ON 1/29/05 – INCLUDING
REINVESTMENT OF DIVIDENDS.
Comparison of Cumulative Five Year Total Return

150

D 100
O
L
L
A
R
50
S

Form 10-K
1/29/05 1/28/06 2/03/07 2/02/08 1/31/09 1/30/10

Limited Brands, Inc. S&P 500 Index S&P 500 Retailing

The following table provides our repurchases of our common stock during the fourth quarter of 2009:
Total Number Maximum
of Shares Number of Shares
Total Purchased as (or Approximate
Number of Average Price Part of Publicly Dollar Value) that May
Shares Paid Per Announced Yet be Purchased
Period Purchased(a) Share(b) Programs(c) Under the Programs(c)
(in thousands) (in thousands)
November 2009 . . . . . . . . . . . . . . . . . . . . . . . . . . 34 17.92 — 31,244
December 2009 . . . . . . . . . . . . . . . . . . . . . . . . . . 7 19.00 — 31,244
January 2010 . . . . . . . . . . . . . . . . . . . . . . . . . . . . — 19.24 — 31,244
Total . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 18.11 — 31,244

(a) The total number of shares repurchased relates to shares repurchased in connection with (i) tax payments
due upon vesting of employee restricted stock awards, and (ii) the use of our stock to pay the exercise price
on employee stock options, and (iii) our small lot shareholder repurchase program.
(b) The average price paid per share includes any broker commissions.
(c) For additional share repurchase program information, see Note 19 to the Consolidated Financial Statements
included in Item 8. Financial Statements and Supplementary Data.

15
ITEM 6. SELECTED FINANCIAL DATA.
Fiscal Year Ended
January 30, January 31, February 2, February 3, January 28,
2010 2009 2008 2007(a)(b) 2006(c)
(in millions)
Summary of Operations
Net Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 8,632 $ 9,043 $10,134 $ 10,671 $ 9,699
Gross Profit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3,028 3,006 3,509 4,013 3,480
Operating Income (d) . . . . . . . . . . . . . . . . . . . . . . . . . . . . 868 589 1,110 1,176 986
Income Before Cumulative Effect of Changes in
Accounting Principle (e) . . . . . . . . . . . . . . . . . . . . . . . 448 216 696 674 666
Cumulative Effect of Changes in Accounting
Principle (b)(c) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — — — 1 17
Net Income Attributable to Limited Brands, Inc. (e) . . . . 448 220 718 676 683
(as a percentage of net sales)
Gross Profit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35.1% 33.2% 34.6% 37.6% 35.9%
Operating Income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10.1% 6.5% 11.0% 11.0% 10.2%
Income Before Cumulative Effect of Changes in
Accounting Principle . . . . . . . . . . . . . . . . . . . . . . . . . . 5.2% 2.4% 6.9% 6.3% 6.9%

Per Share Results

Net Income Attributable to Limited Brands, Inc.
per Basic Share:
Income Before Cumulative Effect of Changes in
Accounting Principle . . . . . . . . . . . . . . . . . . . . . . . . . . $ 1.39 $ 0.66 $ 1.91 $ 1.71 $ 1.66
Net Income Attributable to Limited Brands, Inc. per
Basic Share . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1.39 0.66 1.91 1.71 1.70
Net Income Attributable to Limited Brands, Inc.
per Diluted Share:
Income Before Cumulative Effect of Changes in
Accounting Principle . . . . . . . . . . . . . . . . . . . . . . . . . . $ 1.37 $ 0.65 $ 1.89 $ 1.68 $ 1.62
Net Income Attributable to Limited Brands, Inc.
per Diluted Share . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1.37 0.65 1.89 1.68 1.66
Dividends per Share . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 0.60 $ 0.60 $ 0.60 $ 0.60 $ 0.60
Weighted Average Diluted Shares Outstanding
(in millions) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 327 337 380 403 411
Other Financial Information (in millions)
Cash and Cash Equivalents . . . . . . . . . . . . . . . . . . . . . . . $ 1,804 $ 1,173 $ 1,018 $ 500 $ 1,208
Total Assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7,173 6,972 7,437 7,093 6,346
Working Capital . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,928 1,612 1,545 1,062 1,209
Net Cash Provided by Operating Activities . . . . . . . . . . . 1,174 954 765 600 1,081
Capital Expenditures . . . . . . . . . . . . . . . . . . . . . . . . . . . . 202 479 749 548 480
Long-term Debt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2,723 2,897 2,905 1,665 1,669
Other Long-term Liabilities . . . . . . . . . . . . . . . . . . . . . . . 731 732 709 520 452
Shareholders’ Equity . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2,183 1,874 2,219 2,955 2,471
Return on Average Shareholders’ Equity . . . . . . . . . . . . . 22% 11% 28% 25% 28%
Comparable Store Sales (Decrease) Increase (f) . . . . . . . (4%) (9%) (2%) 7% (1%)
Return on Average Assets . . . . . . . . . . . . . . . . . . . . . . . . 6% 3% 10% 10% 11%
Debt-to-equity Ratio . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125% 155% 131% 56% 68%
Current Ratio . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.5 2.3 2.1 1.6 1.8
Stores and Associates at End of Year
Number of Stores (g) . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2,971 3,014 2,926 3,766 3,590
Selling Square Feet (in thousands) (g) . . . . . . . . . . . . . . . 10,934 10,898 10,310 15,719 15,332
Number of Associates . . . . . . . . . . . . . . . . . . . . . . . . . . . 92,100 90,900 97,500 125,500 110,000

16
(a) Fifty-three week fiscal year.
(b) On January 29, 2006, we adopted the authoritative guidance included in Accounting Standards Codification
(“ASC”) Subtopic 718, Compensation—Stock Compensation (“ASC Subtopic 718”), which requires the
measurement and recognition of compensation expense for all share-based awards made to employees and
directors based on estimated fair values on the grant date. For additional information, see Notes 20 to the
Consolidated Financial Statements included in Item 8. Financial Statements and Supplementary Data.
The cumulative effect of adopting the authoritative guidance included in ASC Subtopic 718, was $0.7
million, net of tax of $0.4 million, and was recognized as an increase to net income in the Consolidated
Statement of Income as of the beginning of the first quarter of 2006.
(c) During the fourth quarter of 2005, we changed our inventory valuation methodology. Previously,
inventories were principally valued at the lower of cost or market, on a weighted-average cost basis, using
the retail method. Commencing in 2005, inventories are principally valued at the lower of cost or market, on
a weighted-average cost basis, using the cost method.
The cumulative effect of this change was $17 million, net of tax of $11 million. This change was recognized
as an increase to net income in the Consolidated Statement of Income as of the beginning of the first quarter
of 2005. In addition to the $17 million cumulative impact recognized as of the beginning of the first quarter,
the effect of the change during 2005 was to decrease net income by $4 million, or $0.01 per diluted share.
(d) Operating income includes the effect of the following items:
(i) In 2009, a $9 million pre-tax gain, $14 million net of related tax benefits, associated with the reversal
of an accrued contractual liability as a result of the divestiture of a joint venture.
(ii) In 2008, a $215 million impairment charge related to goodwill and other intangible assets for our La
Senza business, a $128 million gain related to the divestiture of a personal care joint venture, $23
million of expense related to restructuring activities and a $19 million impairment charge related to a
joint venture.
(iii) In 2007, a $302 million gain related to the divestiture of Express, a $72 million loss related to the
divestiture of Limited Stores, $48 million related to initial recognition of income for unredeemed gift

Form 10-K
cards at Victoria’s Secret, $53 million of expense related to various restructuring activities and $37
million of gains related to asset sales.
(iv) In 2006, $26 million in incremental share-based compensation expense related to the effect of adopting
the authoritative guidance included in ASC Subtopic 718.
(v) In 2005, $30 million related to initial recognition of income for unredeemed gift cards at Bath & Body
Works and Express.
For additional information on 2009, 2008 and 2007 items, see the Notes to the Consolidated Financial
Statements included in Item 8. Financial Statements and Supplementary Data.
(e) In addition to the items previously discussed in (d), net income includes the effect of the following items:
(i) In 2009, $23 million of favorable income tax benefits in the fourth quarter primarily related to the
reorganization of certain foreign subsidiaries and $9 million of favorable income tax benefits in the
third quarter primarily due to the resolution of certain tax matters.
(ii) In 2008, $15 million of favorable tax benefits in the fourth quarter primarily related to certain discrete
foreign and state income tax items and a $13 million pre-tax gain related to a cash distribution from
Express.
(iii) In 2007, a $100 million pre-tax gain related to a cash distribution from Easton Town Center, LLC, a
$17 million pre-tax gain related to an interest rate hedge and $67 million of favorable tax benefits
primarily relating to: 1) the reversal of state net operating loss carryforward valuation allowances and
other favorable tax benefits associated with the Apparel divestitures; 2) a decline in the Canadian
federal tax rate; 3) audit settlements and 4) other items.

17
 (iv) In 2005, a $77 million favorable one-time tax benefit related to the repatriation of foreign earnings
under the provisions of the American Jobs Creation Act and $40 million of pre-tax interest income
related to an Internal Revenue Service tax settlement.
For additional information on 2009, 2008 and 2007 items, see the Notes to the Consolidated Financial
Statements included in Item 8. Financial Statements and Supplementary Data.
The effect of the items, described in (d) and (e) above, to earnings per share were $0.14 in 2009, $(0.40) in
2008, $0.68 in 2007, $(0.05) in 2006 and $0.33 in 2005.
(f) A store is typically included in the calculation of comparable store sales when it has been open or owned 12
months or more and it has not had a change in selling square footage of 20% or more. Additionally, stores of
a given brand are excluded if total selling square footage for the brand in the mall changes by 20% or more
through the opening or closing of a second store.
(g) Number of stores and selling square feet excludes independently owned La Senza stores operated by
licensees.

18
ITEM 7. MANAGEMENT’S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND
RESULTS OF OPERATION.
The following discussion and analysis of financial condition and results of operations are based upon our
Consolidated Financial Statements, which have been prepared in accordance with accounting principles generally
accepted in the United States of America. The following information should be read in conjunction with our
financial statements and the related notes included in Item 8. Financial Statements and Supplementary Data.

Our operating results are generally impacted by changes in the U.S. and Canadian economies and, therefore, we
monitor the retail environment using, among other things, certain key industry performance indicators such as the
University of Michigan Consumer Sentiment Index (which measures consumers’ views on the future course of
the U.S. economy), the National Retail Traffic Index (which measures traffic levels in malls nationwide) and
National Retail Sales (which reflects sales volumes of 5,000 businesses as measured by the U.S. Census Bureau).
These indices provide insight into consumer spending patterns and shopping behavior in the current retail
environment and assist us in assessing our performance as well as the potential impact of industry trends on our
future operating results. Additionally, we evaluate a number of key performance indicators including comparable
store sales, gross profit, operating income and other performance metrics such as sales per average selling square
foot and inventory per selling square foot in assessing our performance.

Executive Overview
Strategy
Our strategy supports and drives our mission to build a family of the world’s best fashion retail brands offering
captivating customer experiences that drive long-term loyalty and deliver sustained value for our stakeholders.

To execute our strategy, we are focused on these key strategic imperatives:

• Grow and maximize profitability of our core brands in current channels and geographies;
• Extend our core brands into new channels and geographies;
• Incubate and grow new brands in current channels; and

Form 10-K
• Build enabling infrastructure and capabilities.

Grow and maximize profitability of our core brands in current channels and geographies
The core of Victoria’s Secret is bras and panties. We see clear opportunities for substantial growth in these
categories by focusing on product newness and innovation and expanding into under-penetrated market and price
segments. In our direct channel, we have the infrastructure in place to support growth well into the future. We
believe our direct channel is an important form of brand advertising given the ubiquitous nature of the internet
and our large mailing list.

The core of Bath & Body Works is its Signature Collection, antibacterial and home fragrance product lines,
which together make up the majority of sales and profits for the business. During the past year we restaged both
the Signature Collection and our antibacterial lines with more compelling fragrances, improved formulas and
updated packaging. Additionally, www.BathandBodyWorks.com, which launched in 2006, continues to exhibit
year-over-year growth.

We have a multi-year initiative to substantially increase operating margins for our brands through merchandise
margin expansion and expense rationalization. With regard to merchandise margin expansion, we actively
manage our inventory to minimize the level of promotional activity and we have and will continue to work with
our merchandise vendors on innovation, quality, speed and cost. Additionally, we have made a concerted effort
to manage home office headcount and overhead expenses. Finally, we have and will continue to optimize our
marketing expense by concentrating our expenditures on efficient and return-generating programs.

19
Extend our core brands into new channels and geographies
We began our international expansion with the acquisition of La Senza at the beginning of 2007. Since 2008, we
opened 31 Bath & Body Works stores and four Victoria’s Secret Pink stores in Canada. Based on the success we
have experienced in Canada, we plan to open an additional 30 to 35 Bath & Body Works stores and five more
Victoria’s Secret Pink stores in 2010. We also plan to open our first four Victoria’s Secret stores in Canada in
2010.

We are also reviewing international opportunities outside of North America. In 2009, our partners opened seven
Victoria’s Secret travel and tourism stores with six of those stores outside of the United States. These stores are
principally located in airports and tourist destinations. These stores are focused on Victoria’s Secret branded
beauty and accessory products and are operated by partners under a wholesale model. Our partners plan to open
10 to 15 more Victoria’s Secret travel and tourism stores in 2010. We continue to analyze and explore how to
further expand our brands outside of North America.

Incubate and grow new brands in current channels

Our most successful brands have either been conceived or incubated within Limited Brands, including Victoria’s
Secret and Bath & Body Works. We are constantly experimenting with new ideas and our current efforts include
standalone Pink stores and Henri Bendel stores focused on accessories.

Build enabling infrastructure and capabilities

Over the past four years, we have opened a new Direct to Consumer distribution center, launched new
merchandise planning systems, new supply chain management systems and new financial systems. We are using
these capabilities to be able to more productively react to current market conditions, improve inventory accuracy,
turnover and in-stock levels and deliver more targeted assortments at the store level. Going forward, we plan to
implement new point-of-sale systems in our stores and new finance and other support systems in our direct
channel.

2009 Overview
We anticipated that the retail environment would continue to be challenging in 2009. Our net sales decreased
$411 million to $8.632 billion driven by a comparable store sales decrease of 4%. Our operating income
increased $279 million to $868 million and our operating income rate improved significantly from 6.5% to
10.1%. In 2009, our operating income benefited from a $9 million gain associated with the reversal of an accrued
contractual liability as a result of the divestiture of a joint venture. In 2008, our operating income was negatively
impacted by $129 million which included a $215 million impairment charge related to goodwill and other
intangible assets for our La Senza business, a $128 million gain related to the divestiture of a personal care joint
venture, $23 million of expense related to restructuring activities and a $19 million impairment charge related to
a joint venture.

The remainder of our operating income increase was driven by the strength of our holiday assortments, which
coupled with disciplined inventory management, enabled us to reduce our promotional activity during the 2009
holiday season. Additionally, disciplined expense management also contributed to the increase in operating
income. For additional information related to our 2009 financial performance, see “Results of Operations—2009
Compared to 2008.”

During 2009, we focused on the conservative management of fundamentals including:

• Inventory levels—we ended 2009 down 12% and 17% as compared to 2008 and 2007, respectively, and our
inventory per selling square foot ended 2009 down 9% and 16% compared to 2008 and 2007, respectively;

20
 • Operating expenses—we benefited in 2009 from actions to reduce our expense base including reducing our
home office headcount by approximately 10% during the second quarter of 2007 and an additional 10%
during the fourth quarter of 2008;
• Capital expenditures—we reduced our capital expenditures from $479 million in 2008 to $202 million in
2009.
• Cash and liquidity—we generated cash flow from operations of $1.174 billion in 2009 and ended 2009 with
$1.804 billion in cash. In addition, we had multiple changes within our capital structure in 2009:
• In February 2009, we amended our $1 billion unsecured revolving credit facility expiring in August
2012 (“5-Year Facility”) and our variable rate term loan (“Term Loan”) which included changes to both
the fixed charge coverage and leverage covenants providing additional flexibility. We also cancelled our
$300 million, 364-day unsecured revolving credit facility (“364-Day Facility”) after determining it was
no longer required. Subsequent to 2009, we further amended our revolving credit facility, reducing it
from $1 billion to $927 million and altering the terms to provide additional flexibility;
• In June 2009, we issued $500 million of notes due in June 2019. We used the proceeds as well as cash
on hand to retire $658 million of our debt obligations with maturities in 2012. Subsequent to 2009, we
prepaid the remaining $200 million of our Term Loan due in 2012.

Despite the challenging environment during 2009, we accomplished the following in terms of the execution of
our business strategy:
• The improvement in gross profit and operating income despite the decrease in net sales. Further, in the
fourth quarter, our operating income rate increased significantly driven by a significant improvement in our
gross profit rate;
• The expansion of Bath & Body Works stores into Canada;
• The introduction of Victoria’s Secret Pink stores into Canada;
• The closure of the La Senza Girl business, which was not aligned with our overall strategic focus on
lingerie, personal care and beauty;

Form 10-K
• The expansion of Henri Bendel accessory stores in the United States; and
• The implementation of our new supply chain systems at Victoria’s Secret Stores.

2010 Outlook
The global retail sector and our business continue to face a very uncertain environment and, as a result, we have
taken a conservative stance in terms of the financial management of our business. We will continue to manage
our business carefully and we will focus on the execution of the retail fundamentals.

At the same time, we are aggressively focusing on bringing compelling merchandise assortments, marketing and
store experiences to our customers. We will look for, and capitalize on, those opportunities available to us in this
challenging environment. We believe that our brands, which lead their categories and offer high emotional
content at accessible prices, are well positioned heading into 2010.

21
Store Data
The following table compares 2009 store data to the comparable periods for 2008 and 2007:

% Change
2009 2008 2007 2009 2008

Sales Per Average Selling Square Foot

Victoria’s Secret Stores (a) . . . . . . . . . . . $ 581 $ 620 $ 694 (6%) (11%)
Bath & Body Works (a) . . . . . . . . . . . . . . 587 594 655 (1%) (9%)
La Senza (b) (c) (d) . . . . . . . . . . . . . . . . . 420 456 455 (8%) —%

Sales per Average Store (in thousands)

Victoria’s Secret Stores (a) . . . . . . . . . . . $3,356 $3,480 $3,678 (4%) (5%)
Bath & Body Works (a) . . . . . . . . . . . . . . 1,393 1,410 1,540 (1%) (8%)
La Senza (b) (c) (d) . . . . . . . . . . . . . . . . . 1,335 1,350 1,393 (1%) (3%)

Average Store Size (selling square feet)

Victoria’s Secret Stores (a) . . . . . . . . . . . 5,830 5,727 5,489 2% 4%
Bath & Body Works (a) . . . . . . . . . . . . . . 2,370 2,378 2,370 —% —%
La Senza (c) (d) . . . . . . . . . . . . . . . . . . . . 3,366 3,026 2,888 11% 5%

Total Selling Square Feet (in thousands)

Victoria’s Secret Stores (a) . . . . . . . . . . . 6,063 5,973 5,599 2% 7%
Bath & Body Works (a) . . . . . . . . . . . . . . 3,856 3,895 3,773 (1%) 3%
La Senza (c) (d) . . . . . . . . . . . . . . . . . . . . 869 974 901 (11%) 8%

(a) Metric relates to company-owned stores in the United States.

(b) Metric is presented in Canadian dollars to eliminate the impact of foreign currency fluctuations.
(c) Metric excludes independently owned La Senza stores operated by licensees.
(d) In 2009, we closed 53 La Senza Girl stores.

22
The following table compares 2009 store data to the comparable periods for 2008 and 2007:

Number of Stores 2009 2008 2007

Victoria’s Secret (a)

Beginning of Period . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,043 1,020 1,003
Opened . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 41 35
Closed . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (16) (18) (18)
End of Period . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,040 1,043 1,020
Bath & Body Works
Beginning of Period . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,638 1,592 1,546
Opened . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 80 67
Closed . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (20) (34) (21)
End of Period . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,627 1,638 1,592
La Senza (b)
Beginning of Period . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 322 312 291
Opened . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 15 27
Closed (c) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (66) (5) (6)
Acquired . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — — —
End of Period . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 258 322 312
Bath & Body Works Canada
Beginning of Period . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 — —
Opened . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 6 —
Closed . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — — —
End of Period . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 6 —
Henri Bendel
Beginning of Period . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 2 2
Opened . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 3 —

Form 10-K
Closed . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — — —
End of Period . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 5 2
Apparel
Beginning of Period . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — — 918
Opened . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — — —
Closed . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — — (49)
Divested (d) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — — (869)
End of Period . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — — —

(a) Number of stores excludes Victoria’s Secret Pink Canada store locations (4 in 2009 and 0 in 2008 and
2007).
(b) Number of stores excludes independently owned La Senza stores operated by licensees.
(c) In 2009, we closed 53 La Senza Girl stores.
(d) We divested 75% of our ownership interests in Express and Limited Stores in July 2007 and August 2007,
respectively.

23
Results of Operations—2009 Compared to 2008
Operating Income
The following table provides our segment operating income (loss) and operating income rates (expressed as a
percentage of net sales) for 2009 in comparison to 2008:

Operating Income Rate

2009 2008 2009 2008
(in millions)
Victoria’s Secret (a) . . . . . . . . . . . . . . . . . . . . . . . . . $579 $405 10.9% 7.2%
Bath & Body Works . . . . . . . . . . . . . . . . . . . . . . . . . 358 215 15.0% 9.1%
Other (b) (c) (d) (e) . . . . . . . . . . . . . . . . . . . . . . . . . . (69) (31) (7.3%) (2.9%)
Total . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $868 $589 10.1% 6.5%

(a) 2008 includes a $215 million impairment charge related to goodwill and other intangible assets for the La
Senza business. For additional information, see Critical Accounting Policies and Estimates and Note 8 to the
Consolidated Financial Statements included in Item 8. Financial Statements and Supplementary Data.
(b) Includes Corporate, Mast, Henri Bendel and our international operations excluding La Senza.
(c) 2009 includes a $9 million gain associated with the reversal of an accrued contractual liability. For
additional information, see Note 9 to the Consolidated Financial Statements included in Item 8. Financial
Statements and Supplementary Data.
(d) 2008 includes a $109 million net gain on joint ventures. For additional information, see Note 4 and Note 9
to the Consolidated Financial Statements included in Item 8. Financial Statements and Supplementary Data.
(e) 2008 includes $23 million of expense related to restructuring activities. For additional information, see Note
5 to the Consolidated Financial Statements included in Item 8. Financial Statements and Supplementary
Data.

For 2009, operating income increased $279 million to $868 million and the operating income rate increased to
10.1% from 6.5%. The drivers of the operating income results are discussed in the following sections.

Net Sales
The following table provides net sales for 2009 in comparison to 2008:

2009 2008 % Change

(in millions)
Victoria’s Secret Stores . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $3,496 $3,590 (3%)
La Senza (a) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 423 491 (14%)
Victoria’s Secret Direct . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,388 1,523 (9%)
Total Victoria’s Secret . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5,307 5,604 (5%)
Bath & Body Works . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2,383 2,374 —%
Other (b) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 942 1,065 (12%)
Total Net Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $8,632 $9,043 (5%)

(a) La Senza includes an $11 million decrease in net sales from 2008 to 2009 related to currency fluctuations.
(b) Other includes Corporate, Mast, Henri Bendel and our international operations excluding La Senza.

24
The following tables provide a reconciliation of net sales for 2008 to 2009:
Victoria’s Bath & Body
Secret Works Other Total
(in millions)
2008 Net Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $5,604 $2,374 $1,065 $9,043
Comparable Store Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (217) (13) (4) (234)
Sales Associated with New, Closed and
Non-comparable Remodeled Stores, Net . . . . . . . . . . . . . . . . . . 66 10 53 129
Foreign Currency Translation . . . . . . . . . . . . . . . . . . . . . . . . . . . . (11) — 6 (5)
Direct Channels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (135) 12 — (123)
Mast Third-party Sales and Other . . . . . . . . . . . . . . . . . . . . . . . . . — — (178) (178)
2009 Net Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $5,307 $2,383 $ 942 $8,632

The following table compares 2009 comparable store sales to 2008:

2009 2008

Victoria’s Secret Stores . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (6%) (9%)

La Senza . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (8%) (3%)
Total Victoria’s Secret . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (6%) (8%)
Bath & Body Works . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (1%) (9%)
Total Comparable Store Sales (a) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (4%) (9%)

(a) Includes Bath & Body Works Canada and Henri Bendel.

For 2009, our net sales decreased $411 million to $8.632 billion and comparable store sales decreased 4%. The
decrease in our net sales was primarily driven by the following:

Victoria’s Secret

Form 10-K
For 2009, net sales decreased $297 million to $5.307 billion and comparable store sales decreased 6%. The net
sales result was primarily driven by:
• At Victoria’s Secret Stores, net sales decreased across many categories in the spring season primarily driven
by a merchandise assortment that did not overcome the challenging economic environment. However, net
sales improved across most categories in the holiday season primarily driven by an improved merchandise
assortment and a reduction of promotional activity.
• At Victoria’s Secret Direct, net sales decreased 9% with decreases across most merchandise categories,
most notably apparel, in the spring season. The declines were partially offset with a net sales increase across
most categories in the holiday season, including intimate apparel and Pink, primarily driven by an improved
merchandise assortment and a reduction of promotional activity.
• At La Senza, net sales decreased due to a merchandise assortment that did not overcome the challenging
economic environment, declines in the La Senza Girl business and unfavorable currency translation
adjustments.

The decrease in comparable store sales was primarily driven by lower average dollar sales partially offset by an
increase in total transactions.

Bath & Body Works

For 2009, net sales increased $9 million to $2.383 billion and comparable store sales decreased 1%. From a
merchandise category perspective, net sales were driven by the Signature Collection, antibacterial and home

25
fragrance categories partially offset by discontinued product lines and our performance brands. The decrease in
comparable store sales was primarily driven by a decrease in total transactions partially offset by higher average
dollar sales.

Other
For 2009, net sales decreased $123 million to $942 million related to a decline in third-party sales at Mast
partially offset by net sales primarily related to the introduction of Bath & Body Works and Victoria’s Secret
Pink into Canada.

Gross Profit
For 2009, our gross profit increased $22 million to $3.028 billion and our gross profit rate (expressed as a
percentage of net sales) increased to 35.1% from 33.2% primarily driven by the following:

Victoria’s Secret
For 2009, gross profit decreased primarily driven by:
• At Victoria’s Secret Stores, gross profit decreased driven by lower merchandise margin dollars as a result of
the decline in net sales and increased promotional activity during the spring season. The decrease in the
spring season was partially offset by higher merchandise margin dollars as a result of an increase in net sales
and reduced promotional activity during the holiday season;
• At La Senza, gross profit decreased driven by a decrease in merchandise margin dollars primarily due to the
decline in net sales and unfavorable currency fluctuations;
• At Victoria’s Secret Direct, gross profit decreased driven by lower merchandise margin dollars as a result of
the decline in net sales and increased promotional activity during the spring season. The decrease in the
spring season was partially offset by higher merchandise margin dollars as a result of an increase in net sales
and reduced promotional activity during the holiday season. Gross profit also benefited from a decrease in
buying and occupancy expenses primarily as a result of improved efficiencies related to the new distribution
center.

The gross profit rate was relatively flat for 2009.

Bath & Body Works

For 2009, gross profit increased primarily driven by higher merchandise margin dollars due to an increase in
sales of higher margin products and a reduction in buying and occupancy expenses.

The increase in the gross profit rate was driven by increases in the merchandise margin and decreases in buying
and occupancy rates due to the factors cited above.

Other
For 2009, gross profit increased primarily driven by the introduction of Bath & Body Works and Victoria’s
Secret Pink into Canada and the gross profit rate increased as a result of a decline in lower margin Mast third-
party sales.

General, Administrative and Store Operating Expenses

For 2009, our general, administrative and store operating expenses decreased $145 million to $2.166 billion
primarily driven by:
• expense reductions across all segments in categories such as home office and marketing in conjunction with
our enterprise cost initiatives;

26
 • lower store selling expenses due to a reduction in sales;

Partially offset by:

• an increase in incentive compensation due to improved performance, particularly in the Fall season.

The general, administrative and store operating expense rate decreased to 25.1% from 25.6% primarily driven by
the factors cited above.

Impairment of Goodwill and Other Intangible Assets

In the fourth quarter of 2009, we recognized charges totaling $3 million related to the impairment of the La
Senza Girl trade name and other minor trade names. This impairment charge is included in Impairment of
Goodwill and Other Intangible Assets on the 2009 Consolidated Statement of Income. For additional
information, see Critical Accounting Policies and Estimates and Note 8 to the Consolidated Financial Statements
included in Item 8. Financial Statements and Supplemental Data.

In the fourth quarter of 2008, we recognized charges totaling $215 million related to the impairment of goodwill
and trade name assets associated with our La Senza business. The impairment charges were based on our
evaluation of the estimated fair value of the La Senza business and trade name assets as compared to their
respective carrying values. Our evaluation concluded that as a result of the global economic downturn and the
related negative impact on La Senza’s operating performance, the fair value of the La Senza business and trade
name assets were below their carrying values as of the fourth quarter of 2008. This impairment charge is
included in Impairment of Goodwill and Other Intangible Assets on the 2008 Consolidated Statement of Income.
For additional information, see Critical Accounting Policies and Estimates and Note 8 to the Consolidated
Financial Statements included in Item 8. Financial Statements and Supplemental Data.

Net Gain on Joint Ventures

In April 2008, we and our investment partner completed the divestiture of a personal care joint venture to a third
party. We recognized a pre-tax gain of $128 million on the divestiture. The pre-tax gain is included in Net Gain

Form 10-K
on Joint Ventures on the 2008 Consolidated Statement of Income.

In addition, we recorded a pre-tax charge of $19 million related to another joint venture. The charge consisted of
writing down the investment balance, reserving certain accounts and notes receivable and accruing a contractual
liability. The impairment of $19 million is also included in Net Gain on Joint Ventures on the 2008 Consolidated
Statement of Income. In July 2009, we recognized a pre-tax gain of $9 million ($14 million net of related tax
benefits) associated with the reversal of the accrued contractual liability as a result of the divestiture of the joint
venture. The pre-tax gain is included in Net Gain on Joint Ventures on the 2009 Consolidated Statement of
Income.

Other Income and Expenses

Interest Expense
The following table provides the average daily borrowings and average borrowing rates for 2009 and 2008:

2009 2008

Average daily borrowings (in millions) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $2,982 $2,909

Average borrowing rate (in percentages) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6.7% 5.9%

For 2009, our interest expense increased $56 million to $237 million. The increase was primarily driven by $10
million of expense associated with the February 2009 amendments to our 5-Year Facility and Term Loan, $8

27
million of expense associated with terminating certain participating interest rate swap arrangements, increases in
the average borrowings and average borrowing rates and an increase in fees related to our 5-Year Facility.

Interest Income
For 2009, our interest income decreased $16 million to $2 million. The decrease was driven by lower yields
given the lower interest rate environment and our more conservative investment portfolio partially offset by the
impact of higher average invested cash balances.

Other Income (Loss)

For 2009, our other income (loss) decreased $6 million to $17 million primarily due to a $71 million cash
distribution from Express in 2008 which resulted in a pre-tax gain of $13 million, partially offset by higher
income from our equity investment in both Express and Limited Stores in 2009. We divested 75% of our equity
interests in Express and Limited Stores in July 2007 and August 2007, respectively, and retained the remaining
25% interests as equity method investments.

Provision for Income Taxes

For 2009, our effective tax rate decreased to 31.1% from 51.5%. The decrease in the rate resulted primarily from
the impact of the impairment of goodwill and other intangible assets at La Senza in 2008, which were not
deductible for income tax purposes. In addition, the rate decreased due to the reversal of deferred tax liabilities
on unremitted foreign earnings due to international restructuring and resolution of certain tax matters in 2009.

Results of Operations—Fourth Quarter of 2009 Compared to Fourth Quarter of 2008

Operating Income
The following table provides our segment operating income (loss) and operating income rates (expressed as a
percentage of net sales) for the fourth quarter of 2009 in comparison to the fourth quarter of 2008:

Fourth Quarter Operating Income Rate

2009 2008 2009 2008
(in millions)
Victoria’s Secret (a) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $312 $ (2) 17.3% (0.1%)
Bath & Body Works . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 294 209 29.2% 21.0%
Other (b) (c) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (20) (54) (7.8%) (24.2%)
Total . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $586 $153 19.1% 5.1%

(a) 2008 includes a $215 million impairment charge related to goodwill and other intangible assets for the La
Senza business. For additional information, see Critical Accounting Policies and Estimates and Note 8 to the
Consolidated Financial Statements included in Item 8. Financial Statements and Supplementary Data.
(b) Includes Corporate, Mast, Henri Bendel and our international operations excluding La Senza.
(c) 2008 includes $23 million of expense related to restructuring activities. For additional information, see Note
5 to the Consolidated Financial Statements included in Item 8. Financial Statements and Supplementary
Data.

For the fourth quarter of 2009, operating income increased $433 million to $586 million and the operating
income rate increased to 19.1% from 5.1%. The drivers of the operating income results are discussed in the
following sections.

28
Net Sales
The following table provides net sales for the fourth quarter of 2009 in comparison to the fourth quarter of 2008:
2009 2008 % Change
Fourth Quarter (in millions)
Victoria’s Secret Stores . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $1,201 $1,185 1%
La Senza (a) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 134 133 1%
Victoria’s Secret Direct . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 463 449 3%
Total Victoria’s Secret . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,798 1,767 2%
Bath & Body Works . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,008 998 1%
Other (b) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 257 226 14%
Total Net Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $3,063 $2,991 2%

(a) La Senza includes a $19 million increase in net sales from 2008 to 2009 related to currency fluctuations.
(b) Includes Corporate, Mast, Henri Bendel and our international operations excluding La Senza.

The following table provides a reconciliation of net sales for the fourth quarter of 2008 to the fourth quarter of
2009:
Victoria’s Bath & Body
Secret Works Other Total
Fourth Quarter (in millions)
2008 Net Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $1,767 $ 998 $226 $2,991
Comparable Store Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (3) 17 (1) 13
Sales Associated With New, Closed and Non-comparable
Remodeled Stores, Net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 (11) 28 19
Foreign Currency Translation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 — 5 24
Direct Channels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 4 — 17
Mast Third-party Sales and Other . . . . . . . . . . . . . . . . . . . . . . . . . . — — (1) (1)
2009 Net Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $1,798 $1,008 $257 $3,063

Form 10-K
The following table compares fourth quarter of 2009 comparable store sales to fourth quarter of 2008:
Fourth Quarter 2009 2008

Victoria’s Secret Stores . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 0% (10%)

La Senza . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (4%) (10%)
Total Victoria’s Secret . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 0% (10%)
Bath & Body Works . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2% (11%)
Total Comparable Store Sales (a) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1% (10%)

(a) Includes Bath & Body Works Canada and Henri Bendel.

For the fourth quarter of 2009, our net sales increased $72 million to $3.063 billion and comparable store sales
increased 1%. The increase in our net sales was primarily driven by the following:

Victoria’s Secret
For the fourth quarter of 2009, net sales increased $31 million to $1.798 billion and comparable store sales were
flat. The increase in net sales was primarily driven by:
• At Victoria’s Secret Stores, net sales increased across most categories, including core lingerie, primarily
driven by an improved merchandise assortment and a reduction of promotional activity, partially offset by a
decrease in beauty;

29
 • At Victoria’s Secret Direct, net sales increased 3% with increases across most categories, including intimate
apparel, primarily driven by a merchandise assortment that incorporated newness, innovation and fashion, as
well as a decrease in promotional activity;
• At La Senza, net sales increased slightly due to favorable currency fluctuations mostly offset by declines in
the La Senza Girl business and a merchandise assortment that did not overcome the challenging economic
environment.

Bath & Body Works

For the fourth quarter of 2009, net sales increased $10 million to $1.008 billion and comparable store sales
increased 2%. From a merchandise category perspective, net sales were driven by the Signature Collection,
antibacterial and home fragrance categories offset by discontinued product lines and our performance brands.
The increase in comparable store sales was primarily driven by higher average dollar sales partially offset by a
decline in total transactions.

Other
For the fourth quarter of 2009, net sales increased $31 million to $257 million. The increase in net sales was
primarily driven by the introduction of Bath & Body Works and Victoria’s Secret Pink into Canada.

Gross Profit
For the fourth quarter of 2009, our gross profit increased $225 million to $1.249 billion and our gross profit rate
(expressed as a percentage of net sales) increased to 40.8% from 34.3% primarily driven by the following:

Victoria’s Secret
For the fourth quarter of 2009, gross profit increased primarily driven by:
• At Victoria’s Secret Stores, gross profit increased driven by higher merchandise margin dollars as a result of
decreased promotional activity coupled with an increase in net sales. Buying and occupancy expenses
decreased slightly.
• At Victoria’s Secret Direct, gross profit increased driven by higher merchandise margin dollars associated
with decreased promotional activity and an increase in net sales. Additionally, buying and occupancy
expenses decreased due to lower catalogue costs.

Partially offset by:

• At La Senza, gross profit decreased driven by an increase in buying and occupancy expense related to the
closure of the La Senza Girl business, partially offset by an increase in merchandise margin dollars due
primarily to favorable currency fluctuations.

The increase in the gross profit rate was driven primarily by an increase in the merchandise margin rate and a
decrease in the buying and occupancy expense rate due to the factors cited above.

Bath & Body Works

For the fourth quarter of 2009, gross profit increased primarily driven by higher merchandise margin dollars as a
result of a decrease in promotional activity, our cost reduction efforts and an increase in net sales. In addition,
buying and occupancy expenses decreased primarily due to store real estate activity that drove incremental
expense in 2008.

30
The increase in the gross profit rate was driven by an increase in the merchandise margin rate and a decrease in
the buying and occupancy rate due to the factors cited above.

Other
For the fourth quarter of 2009, gross profit increased primarily driven by the introduction of Bath & Body Works
and Victoria’s Secret Pink into Canada and the gross profit rate increased as a result of the impact of our
international business relative to the lower margin Mast third-party sales.

General, Administrative and Store Operating Expenses

For the fourth quarter of 2009, our general, administrative and store operating expenses increased $4 million to
$660 million primarily driven by an increase in incentive compensation due to improved performance, partially
offset by expense reductions across all our segments in home office in conjunction with our enterprise cost
initiatives. In addition, the fourth quarter of 2008 included $23 million of restructuring charges.

The general, administrative and store operating expense rate decreased to 21.5% from 21.9% due to leverage
associated with the increase in net sales.

Impairment of Goodwill and Other Intangible Assets

In the fourth quarter of 2009, we recognized charges totaling $3 million related to the impairment of the La
Senza Girl trade name and other minor trade names. This impairment charge is included in Impairment of
Goodwill and Other Intangible Assets on the 2009 Consolidated Statement of Income. For additional
information, see Critical Accounting Policies and Estimates and Note 8 to the Consolidated Financial Statements
included in Item 8. Financial Statements and Supplemental Data.

In the fourth quarter of 2008, we recognized charges totaling $215 million related to the impairment of goodwill
and trade name assets associated with our La Senza business. The impairment charges were based on our
evaluation of the estimated fair value of the La Senza business and trade name assets as compared to their

Form 10-K
respective carrying values. Our evaluation concluded that as a result of the global economic downturn and the
related negative impact on La Senza’s operating performance, the fair value of the La Senza business and trade
name assets were below their carrying values as of the fourth quarter of 2008. This impairment charge is
included in Impairment of Goodwill and Other Intangible Assets on the 2008 Consolidated Statement of Income.
For additional information, see Critical Accounting Policies and Estimates and Note 8 to the Consolidated
Financial Statements included in Item 8. Financial Statements and Supplemental Data.

Other Income and Expense

Interest Expense
The following table provides the average daily borrowings and average borrowing rates for the fourth quarter of
2009 and 2008:

Fourth Quarter 2009 2008

Average daily borrowings (in millions) . . . . . . . . . . . . . . . . . . . . . . . . . . $2,857 $2,900

Average borrowing rate (in percentages) . . . . . . . . . . . . . . . . . . . . . . . . . 6.8% 5.9%

For the fourth quarter of 2009, our interest expense increased $16 million to $61 million. The increase was
primarily driven by $8 million of expense associated with terminating a portion of our participating interest rate
swap arrangements as well as increases in average borrowing rates and fees related to our 5-Year Facility.

31
Interest Income
For the fourth quarter of 2009, our interest income decreased $2 million to less than $1 million. The decrease was
primarily driven by a decrease in average effective interest rates partially offset by an increase in the average
invested cash balances.

Other Income (Loss)

For the fourth quarter of 2009, our other income increased $11 million to $11 million. The increase was primarily
driven by higher income from our equity investment in both Express and Limited Stores in 2009. We divested
75% of our equity interests in Express and Limited Stores in July 2007 and August 2007, respectively, and
retained the remaining 25% interests as equity method investments.

Provision for Income Taxes

For the fourth quarter of 2009, our effective tax rate decreased to 33.6% from 85.4%. The decrease in the rate
resulted primarily from the 2008 impairment of goodwill and other intangible assets at La Senza in 2008, which
was not deductible for income tax purposes. In addition, the rate decreased due to the reversal of deferred tax
liabilities on unremitted foreign earnings due to international restructuring in 2009.

Results of Operations—2008 Compared to 2007

Operating Income
The following table provides our segment operating income (loss) and operating income rates (expressed as a
percentage of net sales) for 2008 in comparison to 2007:

Operating Income Rate

2008 2007 2008 2007
(in millions)
Victoria’s Secret (a) (b) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $405 $ 718 7.2% 12.8%
Bath & Body Works . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 215 302 9.1% 12.1%
Apparel (c) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — 250 NA 28.7%
Other (d) (e) (f) (g) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (31) (160) (2.9%) (13.7%)
Total . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $589 $1,110 6.5% 11.0%

(a) 2008 includes a $215 million impairment charge related to goodwill and other intangible assets for the La
Senza business. For additional information, see Critical Accounting Policies and Estimates and Note 8 to the
Consolidated Financial Statements included in Item 8. Financial Statements and Supplementary Data.
(b) 2007 includes $48 million related to initial recognition of income for unredeemed gift cards for Victoria’s
Secret.
(c) 2007 includes a $230 million net gain related to the divestiture of Express and Limited Stores. For
additional information, see Note 4 to the Consolidated Financial Statements included in Item 8. Financial
Statements and Supplementary Data.
(d) Includes Corporate, Mast, Henri Bendel and our international operations excluding La Senza.
(e) 2008 includes a $109 million net gain on joint ventures. For additional information, see Note 4 and Note 9
to the Consolidated Financial Statements included in Item 8. Financial Statements and Supplementary Data.
(f) 2008 includes $23 million of expense related to restructuring activities. For additional information, see Note
5 to the Consolidated Financial Statements included in Item 8. Financial Statements and Supplementary
Data.
(g) 2007 includes restructuring and impairment charges totaling $53 million, which excludes both the $6
million of noncontrolling interest income associated with the charges and $25 million in gains related to the

32
 sale of assets. For additional information, see Note 5 to the Consolidated Financial Statements included in
Item 8. Financial Statements and Supplementary Data.
NA Not applicable

For 2008, operating income decreased $521 million to $589 million and the operating income rate decreased to
6.5% from 11.0%. The drivers of the operating income results are discussed in the following sections.

Net Sales
The following table provides net sales for 2008 in comparison to 2007:

2008 2007 %Change

(in millions)
Victoria’s Secret Stores . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $3,590 $ 3,720 (3%)
La Senza (a) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 491 488 1%
Victoria’s Secret Direct . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,523 1,399 9%
Total Victoria’s Secret . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5,604 5,607 —%
Bath & Body Works . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2,374 2,494 (5%)
Express (b) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . NA 659 NM
Limited Stores (b) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . NA 211 NM
Total Apparel (b) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . NA 870 NM
Other (c) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,065 1,163 (8%)
Total Net Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $9,043 $10,134 (11%)

(a) La Senza includes a $19 million decrease in net sales from 2007 to 2008 related to currency fluctuations.
(b) Express and Limited Stores were divested in July 2007 and August 2007, respectively.
(c) Other includes Corporate, Mast, Henri Bendel and our international operations excluding La Senza.
NA Not applicable
NM Not meaningful

Form 10-K
The following tables provide a reconciliation of net sales for 2007 to 2008:

Victoria’s Bath &

Secret Body Works Apparel Other Total
(in millions)
2007 Net Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $5,607 $2,494 $ 870 $1,163 $10,134
Comparable Store Sales . . . . . . . . . . . . . . . . . . . . . . . . . (289) (212) — — (501)
Sales Associated with New, Closed, Divested and
Non-comparable Remodeled Stores, Net . . . . . . . . . 181 73 (870) 14 (602)
Foreign Currency Translation . . . . . . . . . . . . . . . . . . . . (19) — — — (19)
Direct Channels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 124 19 — — 143
Mast Third-party Sales and Other . . . . . . . . . . . . . . . . . — — — (112) (112)
2008 Net Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $5,604 $2,374 $ — $1,065 $ 9,043

33
The following table compares 2008 comparable store sales to 2007:

2008 2007

Victoria’s Secret Stores . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (9%) (2%)

La Senza . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (3%) 6%
Total Victoria’s Secret . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (8%) (2%)
Bath & Body Works . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (9%) (4%)
Express (a) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . NA 6%
Limited Stores (a) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . NA 4%
Total Apparel (a) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . NA 5%
Total Comparable Store Sales (b) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (9%) (2%)

(a) Reflects comparable store sales prior to the divestitures of Express and Limited Stores in July 2007 and
August 2007, respectively.
(b) Includes Henri Bendel.
NA Not applicable

For 2008, our net sales decreased 11% to $9.043 billion and comparable store sales decreased 9%. The decrease
in our net sales was primarily driven by the following:

Victoria’s Secret
For 2008, net sales remained relatively flat at $5.604 billion and comparable store sales decreased 8%. The net
sales result was primarily driven by:
• At Victoria’s Secret Direct, net sales increased 9% driven by improved performance in certain categories
including swimwear and dresses and the impact of the 2007 operational issues at the new distribution center;
• At La Senza, net sales increased slightly due to increased net sales to international licensees and new store
growth mostly offset by unfavorable currency fluctuations;

Partially offset by:

• At Victoria’s Secret Stores, net sales decreased across many categories primarily driven by a merchandise
assortment that did not overcome the challenging economic environment and initial recognition of gift card
breakage of $48 million in 2007. The declines were partially offset by growth related to new and expanded
stores and an increase in Pink.

The decrease in comparable store sales was primarily driven by declines in store traffic and transactions in
addition to decreased units per sales transaction.

Bath & Body Works

For 2008, net sales decreased 5% to $2.374 billion and comparable store sales decreased 9%. Net sales decreased
driven by weak store traffic and the challenging economic environment. From a category perspective, declines in
Signature Collection were offset partially by increases in the Aromatherapy, True Blue Spa and home fragrance
categories. The decrease in comparable store sales was primarily driven by declines in store traffic and lower
average unit retail prices offset partially by an increase in merchandise units per transaction.

34
Apparel and Other
For 2008, Apparel net sales decreased $870 million as a result of the 2007 divestitures of 75% of our equity
interests in Express and Limited Stores. In addition, Other net sales decreased $98 million to $1.065 billion
primarily driven by a decrease in Mast sales as well as the personal care joint venture that was sold in the first
quarter of 2008.

Gross Profit
For 2008, our gross profit decreased 14% to $3.006 billion and our gross profit rate (expressed as a percentage of
net sales) decreased to 33.2% from 34.6% primarily driven by the following:

Victoria’s Secret
For 2008, gross profit decreased primarily driven by the decrease at Victoria’s Secret Stores in net sales and the
related decrease in merchandise margin dollars combined with increased buying and occupancy expenses related
to our new and remodeled stores.

Victoria’s Secret Direct’s gross profit remained relatively flat as the impact of the 9% increase in net sales was
offset by the impact of increased promotional activity to clear inventory and an increase in catalogue circulation.

The gross profit rate decreased driven primarily by an increase in the buying and occupancy expense rate as cited
above.

Bath & Body Works

For 2008, gross profit decreased primarily driven by lower net sales and a related decrease in merchandise
margin dollars combined with an increase in buying and occupancy expenses associated with store real estate
activity.

Form 10-K
The gross profit rate decreased driven primarily by an increase in the buying and occupancy expense rate due to
the factors cited above.

Apparel and Other

For 2008, gross profit decreased $250 million as a result of the divestitures of 75% equity interest in Express and
Limited Stores in 2007.

General, Administrative and Store Operating Expenses

For 2008, our general, administrative and store operating expenses decreased 12% to $2.311 billion primarily
driven by:
• the Apparel divestitures in the second quarter of 2007;
• the elimination of costs related to the technology joint venture that was closed in December 2007;
• the elimination of costs related to the personal care joint venture that was sold in the first quarter of 2008; and
• expense reductions across all segments, primarily in home office costs.
Partially offset by:
• gains of $25 million related to the sale of assets in 2007.

35
The general, administrative and store operating expense rate decreased to 25.6% from 25.8% primarily driven by
the factors cited above.

Impairment of Goodwill and Other Intangible Assets

In the fourth quarter of 2008, we recognized charges totaling $215 million related to the impairment of goodwill
and trade name assets associated with our La Senza business. The impairment charges were based on our
evaluation of the estimated fair value of the La Senza business and trade name assets as compared to their
respective carrying values. Our evaluation concluded that as a result of the global economic downturn and the
related negative impact on La Senza’s operating performance, the fair value of the La Senza business and trade
name assets were below their carrying values as of the fourth quarter of 2008. This impairment charge is
included in Impairment of Goodwill and Other Intangible Assets on the 2008 Consolidated Statement of Income.
For additional information, see Critical Accounting Policies and Estimates and Note 8 to the Consolidated
Financial Statements included in Item 8. Financial Statements and Supplemental Data.

Net Gain on Joint Ventures

In April 2008, we and our investment partner completed the divestiture of a personal care joint venture to a third
party. We recognized a pre-tax gain of $128 million on the divestiture. The pre-tax gain is included in Net Gain
on Joint Ventures on the 2008 Consolidated Statement of Income. In addition, we recorded a $19 million
impairment charge related to another joint venture. The charge consisted of writing down the investment balance,
reserving certain accounts and notes receivable and accruing a contractual liability. The impairment of $19
million is also included in Net Gain on Joint Ventures on the 2008 Consolidated Statement of Income.

Apparel Divestitures
On July 6, 2007, we finalized the divestiture of a 75% ownership interest in our Express brand to affiliates of
Golden Gate Capital for pre-tax net cash proceeds of $547 million. The transaction resulted in a pre-tax gain on
divestiture of $302 million.

On August 3, 2007, we divested a 75% ownership interest of our Limited Stores business to affiliates of Sun
Capital Partners. As part of the transaction, Sun Capital contributed $50 million of equity capital into the
business and arranged for a $75 million credit facility. We received no cash proceeds from the transaction and
recorded a pre-tax loss of $72 million on the transaction.

Other Income and Expenses

Interest Expense
The following table provides the average daily borrowings and average borrowing rates for 2008 and 2007:
2008 2007
Average daily borrowings (in millions) . . . . . . . . . . . . . . . . . . . . . . . . . . $2,909 $2,408
Average borrowing rate (in percentages) . . . . . . . . . . . . . . . . . . . . . . . . . 5.9% 6.2%

For 2008, interest expense increased $32 million to $181 million. The increase was primarily driven by an
increase in average borrowings and an increase in fees related to our credit facilities partially offset by a decrease
in the average borrowing rate.

Interest Income
For 2008, our interest income remained flat at $18 million as the impact of higher average invested cash balances
was offset by a decrease in average effective interest rates.

36
Other Income (Loss)
For 2008, other income (loss) decreased $105 million to $23 million due to a 2007 gain of $100 million related to
a distribution from Easton Town Center, LLC and net gains of $17 million from the settlement of interest rate
lock agreements in 2007. The other income decrease was partially offset by a $71 million cash distribution from
Express which resulted in a pre-tax gain of $13 million in 2008.

Provision for Income Taxes

For 2008, our effective tax rate increased to 51.5% from 36.4%. The increase in the rate resulted primarily from
the 2008 impairment of goodwill and other intangible assets at La Senza, which was not deductible for income
tax purposes.

Noncontrolling Interest
For 2008, noncontrolling interest decreased $18 million to $4 million. Noncontrolling interest represents the
proportional share of net income or losses of consolidated, less than wholly owned subsidiaries attributable to the
noncontrolling interest investor. The decrease is a result of the divestiture of a personal care joint venture in first
quarter of 2008 and the closure of a technology joint venture in December 2007.

Results of Operations—Fourth Quarter of 2008 Compared to Fourth Quarter of 2007

Operating Income
The following table provides our segment operating income (loss) and operating income rates (expressed as a
percentage of net sales) for the fourth quarter of 2008 in comparison to the fourth quarter of 2007:

Fourth Quarter Operating Income Rate

2008 2007 2008 2007
(in millions)
Victoria’s Secret (a) (b) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ (2) $358 (0.1%) 18.9%
Bath & Body Works . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 209 296 21.0% 27.3%

Form 10-K
Other (c) (d) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (54) (33) (24.2%) (10.5%)
Total . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $153 $621 5.1% 19.0%

(a) 2008 includes a $215 million impairment charge related to goodwill and other intangible assets for the La
Senza business. For additional information, see Critical Accounting Policies and Estimates and Note 8 to the
Consolidated Financial Statements included in Item 8. Financial Statements and Supplementary Data.
(b) 2007 includes $48 million related to initial recognition of income for unredeemed gift cards for Victoria’s
Secret.
(c) Includes Corporate, Mast, Henri Bendel and our international operations excluding La Senza.
(d) 2008 includes $23 million in restructuring charges. For additional information, see Note 5 to the
Consolidated Financial Statements included in Item 8. Financial Statements and Supplementary Data.

For the fourth quarter of 2008, operating income decreased $468 million to $153 million and the operating
income rate decreased to 5.1% from 19.0%. The drivers of the operating income results are discussed in the
following sections.

37
Net Sales
The following table provides net sales for the fourth quarter of 2008 in comparison to the fourth quarter of 2007:

2008 2007 % Change

Fourth Quarter (in millions)
Victoria’s Secret Stores . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $1,185 $1,294 (8%)
La Senza (a) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 133 166 (20%)
Victoria’s Secret Direct . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 449 433 4%
Total Victoria’s Secret . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,767 1,893 (7%)
Bath & Body Works . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 998 1,080 (8%)
Other (b) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 226 303 (25%)
Total Net Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $2,991 $3,276 (9%)

(a) La Senza includes a $31 million decrease in net sales from 2007 to 2008 related to currency fluctuations.
(b) Other includes Corporate, Mast, Henri Bendel and our international operations excluding La Senza.

The following table provides a reconciliation of net sales for the fourth quarter of 2007 to the fourth quarter of
2008:

Victoria’s Bath &

Secret Body Works Other Total
Fourth Quarter (in millions)
2007 Net Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $1,893 $1,080 $303 $3,276
Comparable Store Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (128) (107) (2) (237)
Sales Associated With New, Closed, Divested and
Non-comparable Remodeled Stores, Net . . . . . . . . . . . . . . . . . . . 17 18 11 46
Foreign Currency Translation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (31) — — (31)
Direct Channels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 7 — 23
Mast Third-party Sales and Other . . . . . . . . . . . . . . . . . . . . . . . . . . . — — (86) (86)
2008 Net Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $1,767 $ 998 $226 $2,991

The following table compares fourth quarter of 2008 comparable store sales to fourth quarter of 2007:

Fourth Quarter 2008 2007

Victoria’s Secret Stores . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (10%) (8%)

La Senza . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (10%) 6%
Total Victoria’s Secret . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (10%) (8%)
Bath & Body Works . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (11%) (8%)
Total Comparable Store Sales (a) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (10%) (8%)

(a) Includes Henri Bendel.

38
For the fourth quarter of 2008, our net sales decreased 9% to $2.991 billion and comparable store sales decreased
10%. The decrease in our net sales was primarily driven by the following:

Victoria’s Secret
For the fourth quarter of 2008, net sales decreased 7% to $1.767 billion and comparable store sales decreased
10%. The decrease in net sales was primarily driven by:
• At Victoria’s Secret Stores, net sales decreased across most categories primarily driven by a merchandise
assortment that did not overcome the challenging economic environment and the initial recognition of gift
card breakage of $48 million in 2007. The declines were partially offset by growth related to new and
expanded stores as well as an increase in Pink;
• At La Senza, net sales decreased due to unfavorable currency fluctuations and a merchandise assortment
that did not overcome the challenging economic environment;

Partially offset by:

• At Victoria’s Secret Direct, although sales were below our expectations due to the challenging economic
environment, net sales increased 4% as we anniversaried the 2007 operational issues at the new distribution
center which negatively impacted net sales in 2007.

The decrease in comparable store sales was primarily driven by declines in store traffic and lower average unit
retail prices offset partially by an increase in merchandise units per transaction.

Bath & Body Works

For the fourth quarter of 2008, net sales decreased 8% to $998 million and comparable store sales decreased
11%. Net sales decreased across most merchandise categories as a result of the challenging economic
environment. The decrease in comparable store sales was primarily driven by lower average unit retail prices and
declines in store traffic.

Form 10-K
Other
For the fourth quarter of 2008, net sales decreased 25% to $226 million. The decrease in net sales was primarily
driven by a decrease in Mast sales as well as the personal care joint venture that was sold in the first quarter of
2008.

Gross Profit
For the fourth quarter of 2008, our gross profit decreased 21% to $1.024 billion and our gross profit rate
(expressed as a percentage of net sales) decreased to 34.3% from 39.6% primarily driven by the following:

Victoria’s Secret
For the fourth quarter of 2008, gross profit decreased primarily driven by:
• At Victoria’s Secret Stores, gross profit decreased significantly driven by lower merchandise margin dollars
as a result of the decline in net sales, including the impact of the initial recognition of gift card breakage in
2007, and increased promotional activity to drive sales and clear inventory. In addition, buying and
occupancy expenses increased as a result of investments in our new and remodeled stores.
• At Victoria’s Secret Direct, gross profit decreased as a result of a decline in merchandise margin dollars
associated with increased promotional activity. Additionally, buying and occupancy expenses increased due
to higher catalogue circulation;

39
 • At La Senza, gross profit decreased driven by a decrease in merchandise margin dollars due to unfavorable
currency fluctuations and a comparable store sales decrease of 10%.

The decrease in the gross profit rate was driven primarily by a decrease in the merchandise margin rate and an
increase in the buying and occupancy expense rate due to the factors cited above.

Bath & Body Works

For the fourth quarter of 2008, gross profit decreased primarily driven by lower merchandise margin dollars as a
result of a decline in net sales and an increase in promotional activity to drive sales and clear inventory. In
addition, buying and occupancy expenses increased as a result of our store real estate activity.

The decrease in the gross profit rate was driven by a decrease in the merchandise margin rate and an increase in
the buying and occupancy rate due to the factors cited above.

General, Administrative and Store Operating Expenses

For the fourth quarter of 2008, our general, administrative and store operating expenses decreased 3% to $656
million primarily driven by:
• the elimination of costs related to the technology joint venture that was closed in December 2007; and
• the elimination of costs related to the personal care joint venture that was sold in the first quarter of 2008.

Partially offset by:

• a restructuring charge of $23 million consisting of severance and related costs in the fourth quarter of 2008.

The general, administrative and store operating expense rate increased to 21.9% from 20.6% primarily driven by
the overall decline in sales during the fourth quarter of 2008.

Impairment of Goodwill and Other Intangible Assets

In the fourth quarter of 2008, we recognized charges totaling $215 million related to the impairment of goodwill
and trade name assets associated with our La Senza business. The impairment charges were based on our
evaluation of the estimated fair value of the La Senza business and trade name assets as compared to their
respective carrying values. Our evaluation concluded that as a result of the global economic downturn and the
related negative impact on La Senza’s operating performance, the fair value of the La Senza business and trade
name assets were below their carrying values as of the fourth quarter of 2008. This impairment charge is
included in Impairment of Goodwill and Other Intangible Assets on the 2008 Consolidated Statement of Income.
For additional information, see Critical Accounting Policies and Estimates and Note 8 to the Consolidated
Financial Statements included in Item 8. Financial Statements and Supplemental Data.

Other Income and Expense

Interest Expense
The following table provides the average daily borrowings and average borrowing rates for the fourth quarter of
2008 and 2007:

Fourth Quarter 2008 2007

Average daily borrowings (in millions) . . . . . . . . . . . . . . . . . . . . . . . . . . $2,900 $2,943

Average borrowing rate (in percentages) . . . . . . . . . . . . . . . . . . . . . . . . . 5.9% 6.3%

40
For the fourth quarter of 2008, our interest expense decreased $1 million to $45 million. The decrease was
primarily driven by a decrease in average borrowings and average borrowing rates offset partially by an increase
in fees related to our credit facilities.

Interest Income
For the fourth quarter of 2008, our interest income decreased $4 million to $2 million. The decrease was
primarily driven by a decrease in average effective interest rates which was the result of a general decline in
interest rates and a change in our investment portfolio which shifted to U.S. government-backed securities.

Other Income (Loss)

For the fourth quarter of 2008, our other income decreased $10 million to $0. The decrease was primarily driven
by lower income from our equity investment in Express. We divested 75% of our equity interest in Express in
July 2007 and retained the remaining 25% as an equity method investment.

Provision for Income Taxes

For the fourth quarter of 2008, our effective tax rate increased to 85.4% from 34.2%. The increase in the rate
resulted primarily from the impairment of goodwill and other intangible assets at La Senza, which was not
deductible for income tax purposes.

FINANCIAL CONDITION
Liquidity and Capital Resources
Liquidity, or access to cash, is an important factor in determining our financial stability. We are committed to
maintaining adequate liquidity. Cash generated from our operating activities provides the primary resources to
support current operations, growth initiatives, seasonal funding requirements and capital expenditures. Our cash
provided from operations is impacted by our net income and working capital changes. Our net income is
impacted by, among other things, sales volume, seasonal sales patterns, success of new product introductions and

Form 10-K
profit margins. Historically, sales are higher during the fourth quarter of the fiscal year due to seasonal and
holiday-related sales patterns. Generally, our need for working capital peaks during the fall months as inventory
builds in anticipation of the holiday period.

41
The following table provides our outstanding debt as of January 30, 2010 and January 31, 2009:

January 30, January 31,

2010 2009
(in millions)
Senior Secured Debt
Term Loan due August 2012. Variable Interest Rate of 4.28% as of January 30, 2010 . . $ 200 $ 750
5.30% Mortgage due August 2010 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 2
Total Senior Secured Debt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 202 $ 752
Senior Unsecured Debt with Subsidiary Guarantee
$500 million, 8.50% Fixed Interest Rate Notes due June 2019, Less Unamortized
Discount . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 485 $ —
Senior Unsecured Debt
$700 million, 6.90% Fixed Interest Rate Notes due July 2017, Less Unamortized
Discount . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 699 $ 698
$500 million, 5.25% Fixed Interest Rate Notes due November 2014, Less Unamortized
Discount . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 499 499
$350 million, 6.95% Fixed Interest Rate Debentures due March 2033, Less
Unamortized Discount . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 350 350
$300 million, 7.60% Fixed Interest Rate Notes due July 2037, Less Unamortized
Discount . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 299 299
6.125% Fixed Interest Rate Notes due December 2012, Less Unamortized Discount . . . 191 299
Total Senior Unsecured Debt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $2,038 $2,145
Total . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $2,725 $2,897

Issuance of 2019 Notes

In June 2009, we issued $500 million of 8.50% notes due in June 2019 (“2019 Notes”) through an institutional
private placement offering. The 2019 Notes are jointly and severally guaranteed on a full and unconditional basis
by certain of our wholly-owned subsidiaries (the “guarantors”). The net proceeds from the issuance were $473
million, which included an issuance discount of $16 million and transaction costs of $11 million.

We used the proceeds from the 2019 Notes to repurchase $108 million of our 2012 notes and to prepay $392
million of the Term Loan.

On November 10, 2009, we and the guarantors filed a registration statement with the SEC to register new notes
with materially identical terms to the 2019 Notes. On December 15, 2009, we and the guarantors filed an
amended registration statement to offer a public exchange of these notes. On January 29, 2010, the exchange
offer expired with 100% of bondholders exchanging the 2019 Notes.

Repurchase of 2012 Notes

In June 2009, we repurchased $5 million of our $300 million notes due in December 2012 through open market
transactions. In July 2009, we launched a tender offer for the remaining portion of the 2012 notes. In August
2009, we repurchased an additional $103 million of the 2012 notes through the tender offer for $101 million.

42
Credit Facility and Term Loan
2009 Activity
The following table details the prepayment activity in 2009 related to our Term Loan:
2009
(in millions)
Balance as of January 31, 2009 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 750
July 2009 Prepayment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (125)
August 2009 Prepayment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (200)
September 2009 Prepayment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (67)
December 2009 Prepayment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (158)
Balance as of January 30, 2010 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 200

On February 19, 2009, we amended our 5-Year Facility and Term Loan and we canceled a 364-Day Facility after
determining it was no longer required. The amendment to the 5-Year Facility and the Term Loan included
changes to both the fixed charge coverage and leverage covenants which provided additional flexibility. Under
the amended covenants, we are required to maintain the fixed charge coverage ratio at 1.60 or above through
fiscal year 2010 and 1.75 or above thereafter. The leverage ratio, which is debt compared to EBITDA, as those
terms are defined in the agreement, must not exceed 5.0 through the third quarter of fiscal year 2010, 4.5 from
the fourth quarter of fiscal year 2010 through the third quarter of fiscal year 2011 and 4.0 thereafter. The
amendment also increased the interest costs and fees associated with the 5-Year Facility and the Term Loan,
provided for certain security interests as defined in the agreement and limited dividends, share repurchases and
other restricted payments as defined in the agreement to $220 million per year with certain potential increases as
defined in the agreement. The amendment did not impact the maturity dates of either the 5-Year Facility or the
Term Loan.

We incurred fees related to the amendment of the 5-Year Facility and the Term Loan of $19 million. The fees
associated with the 5-Year Facility amendment of $11 million were capitalized and are being amortized over the
remaining term of the 5-Year Facility. The fees associated with the Term Loan amendment of $8 million were
expensed in addition to unamortized fees related to the original agreement of $2 million. These charges are

Form 10-K
included within Interest Expense on the 2009 Consolidated Statement of Income.

The 5-Year Facility and Term Loan have several interest rate options, which are based in part on our long-term
credit ratings. For the fourth quarter of 2009, the effective interest rate of the Term Loan, including the impact of
the participating interest rate swap arrangements, was 6.88%. Fees payable under the 5-Year Facility are based
on our long-term credit ratings and are currently 0.75% of the committed and unutilized amounts per year and
4.00% on any outstanding borrowings or letters of credit. As of January 30, 2010, there were no borrowings
outstanding under the 5-Year Facility.

As discussed above, we prepaid $392 million of the Term Loan. In December 2009, we prepaid an additional
$158 million of the Term Loan with cash on-hand. As of January 30, 2010, the remaining outstanding principal
balance on the Term Loan was $200 million.

2010 Activity
In March 2010, we prepaid the remaining $200 million of the Term Loan with cash on hand and also entered into
an amendment and restatement (the “Amendment”) of our 5-Year Facility. The Amendment reduces the
aggregate amount of the commitments of the lenders under the 5-Year Facility from $1 billion to $927 million.
The Amendment also extends the term on $800 million of the 5-Year Facility through August 1, 2014.

The Amendment also modifies the covenants limiting investments and restricted payments, as defined in the
agreement, to provide that investments and restricted payments may be made, without limitation on amount, if

43
(a) at the time of and after giving effect to such investment or restricted payment the ratio of consolidated debt to
consolidated EBITDA for the most recent four quarter period is less than 3.0 to 1.0 and (b) no default or event of
default exists as defined in the agreement.

We incurred fees related to the amendment of the 5-Year Facility of $13 million, which were capitalized and will
be amortized over the remaining term of the 5-Year Facility.

Letters of Credit and Commercial Paper Programs

The 5-Year Facility supports our commercial paper and letter of credit programs. We have $65 million of
outstanding letters of credit as of January 30, 2010 that reduce our remaining availability under our amended
credit agreements. No commercial paper was outstanding as of January 30, 2010 and January 31, 2009.

Working Capital and Capitalization

We believe that our available short-term and long-term capital resources are sufficient to fund foreseeable
requirements.

The following table provides a summary of our working capital position and capitalization as of January 30,
2010, January 31, 2009 and February 2, 2008:

January 30, January 31, February 2,

2010 2009 2008
(in millions)
Cash Provided by Operating Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $1,174 $ 954 $ 765
Capital Expenditures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 202 479 749
Working Capital . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,928 1,612 1,545
Capitalization:
Long-term Debt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2,723 2,897 2,905
Shareholders’ Equity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2,183 1,874 2,219
Total Capitalization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4,906 4,771 5,124
Additional Amounts Available Under Credit Agreements (a) (b) . . . . . . . . . 935 1,300 1,500

(a) On February 19, 2009, we cancelled the 364-Day Facility, thereby reducing the amount available under
credit agreements to $1 billion as of that date.
(b) As part of the February 19, 2009 amendment to the 5-Year Facility, letters of credit issued subsequent to the
amendment reduce our remaining availability under the 5-Year Facility. As of January 30, 2010, we have
outstanding $65 million of letters of credit that reduce our remaining availability under the 5-Year Facility.

The following table provides certain measures of liquidity and capital resources as of January 30,
2010, January 31, 2009 and February 2, 2008:

January 30, January 31, February 2,

2010 2009 2008

Debt-to-equity Ratio (a) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125% 155% 131%

Debt-to-capitalization Ratio (b) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55% 61% 57%
Cash Flow to Capital Investment (c) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 581% 199% 102%

(a) Long-term debt divided by shareholders’ equity

(b) Long-term debt divided by total capitalization
(c) Net cash provided by operating activities divided by capital expenditures

44
Credit Ratings
The following table provides our credit ratings as of January 30, 2010:

Moody’s(a) S&P(b) Fitch

Senior Secured Debt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Ba2 BB BB+

Senior Unsecured Debt with Subsidiary Guarantee . . . . . . . . . . . Ba2 BB BB
Senior Unsecured Debt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Ba3 BB- BB
Outlook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Stable Negative Negative

(a) In March 2010, Moody’s upgraded our Senior Unsecured Debt with Subsidiary Guarantee rating to Ba1
from Ba2. In addition, Moody’s changed their outlook to Positive from Stable.
(b) In March 2010, S&P changed their outlook to Stable from Negative.

Our borrowing costs and certain other provisions under our Term Loan and 5-Year Facility are linked to our
credit ratings. If we receive an additional downgrade to our corporate credit ratings by S&P or Moody’s, the
availability of additional credit could be negatively affected and our borrowing costs would increase. Credit
rating downgrades by any of the agencies do not accelerate the repayment of any of our debt.

Common Stock Share Repurchases

In October 2008, our Board of Directors authorized management to repurchase $250 million of our outstanding
common stock. In 2008, we repurchased 19.0 million shares of our common stock for $219 million at an average
price per share of approximately $11.48. In 2009, no additional shares were purchased.

In March 2010, our Board of Directors approved a new repurchase program of $200 million and cancelled our
previous $250 million share repurchase program, which had $31 million remaining.

Dividend Policy and Procedures

We currently pay a common stock dividend of $0.15 per share in cash each quarter. Our Board of Directors will

Form 10-K
determine future dividends after giving consideration to our levels of profit and cash flow, capital requirements,
current and forecasted liquidity, the restrictions placed upon us by our borrowing arrangements as well as
financial and other conditions existing at the time.

In March 2010, the Company’s Board of Directors declared a special dividend of $1 per share. The special
dividend will be distributed on April 19, 2010 to shareholders of record at the close of business on April 5, 2010.

Treasury Share Retirement

In January 2010, we retired 201 million shares of our Treasury Stock to reduce the related administrative
expense. The retirement resulted in a reduction of $4.641 billion in Treasury Stock, $101 million in the par value
of Common Stock, $1.545 billion in Paid-in Capital and $2.995 billion in Retained Earnings.

45
Cash Flow
The following table provides a summary of our cash flow activity for the fiscal years ended January 30,
2010, January 31, 2009 and February 2, 2008:

2009 2008 2007

(in millions)
Cash and Cash Equivalents, Beginning of Year . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $1,173 $1,018 $ 500
Net Cash Flows Provided by Operating Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,174 954 765
Net Cash Flows Provided by (Used For) Investing Activities . . . . . . . . . . . . . . . . . . . . (162) (240) 30
Net Cash Flows Used For Financing Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (387) (562) (279)
Effect of Exchange Rate Changes on Cash . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 3 2
Net Increase in Cash and Cash Equivalents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 631 155 518
Cash and Cash Equivalents, End of Year . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $1,804 $1,173 $1,018

Operating Activities
Net cash provided by operating activities in 2009 was $1.174 billion. Net income of $448 million included $393
million of depreciation and amortization. Other changes in assets and liabilities represent items that had a current
period cash flow impact, such as changes in working capital. The most significant working capital change was a
$156 million increase in operating cash flow associated with a reduction in inventories. Inventory levels
decreased compared to 2008 due to a concerted effort to control and reduce inventory levels across the enterprise.

Net cash provided by operating activities in 2008 was $954 million. Net income of $216 million included
(a) $377 million of depreciation and amortization, (b) a $215 million impairment of goodwill and other
intangible assets and (c) a $109 million net gain on joint ventures. Other changes in assets and liabilities
represent items that had a current period cash flow impact, such as changes in working capital. The most
significant working capital change was a $103 million increase in operating cash flow associated with a reduction
in accounts receivable due primarily to reduced sourcing and other transition services billings to Express and
Limited Stores.

Net cash provided by operating activities in 2007 was $765 million consisting primarily of net income of $696
million. Net income included (a) $385 million of depreciation and amortization, (b) the $302 million gain on
divestiture of Express, and (c) the $100 million gain on distribution from Easton Town Center, LLC. Other
changes in assets and liabilities represent items that had a current period cash flow impact, such as changes in
working capital. The most significant working capital change was a $337 million increase in operating cash flow
associated with a reduction in inventories. Inventory levels decreased compared to 2006 due to a concerted effort
to control and reduce inventory levels across the enterprise and due to reductions in safety stocks at Bath & Body
Works that increased during 2006 in connection with the 2006 supply chain system conversion. Accounts
receivable increased due to the Apparel divestitures, which caused Mast’s accounts receivable from Express and
Limited Stores to be recognized as third-party receivables on our balance sheet.

Investing Activities
Net cash used for investing activities in 2009 was $162 million consisting primarily of $202 million of capital
expenditures partially offset by $32 million of proceeds related to the sale of an asset. The capital expenditures
included $163 million for opening new stores and remodeling and improving existing stores. Remaining capital
expenditures were primarily related to spending on technology and infrastructure to support growth.

Net cash used for investing activities in 2008 was $240 million consisting primarily of $479 million of capital
expenditures offset by $159 million from the divestiture of a joint venture and $95 million from returns of capital

46
from Express. The capital expenditures included $345 million for opening new stores and remodeling and
improving existing stores. Remaining capital expenditures were primarily related to spending on technology and
infrastructure to support growth.

Net cash provided by investing activities in 2007 was $30 million consisting primarily of (a) $547 million of
proceeds from the divestiture of Express, (b) $102 million of proceeds from a distribution from Easton Town
Center, LLC, and (c) $97 million of proceeds related to the sale of assets, offset by $749 million of capital
expenditures. The capital expenditures included $476 million for opening new stores and remodeling and
improving existing stores. Remaining capital expenditures were primarily related to investments in our new
distribution center and increased spending on home office, technology and infrastructure.

We anticipate spending approximately $250 million to $300 million for capital expenditures in 2010 with the
majority relating to opening new stores and remodeling and improving existing stores. We expect to open
approximately 50 new stores primarily in Canada.

Financing Activities
Net cash used for financing activities in 2009 was $387 million consisting primarily of the prepayment of $550
million of our Term Loan, quarterly dividend payments of $0.15 per share, or $193 million, cash payments of
$106 million to repurchase 2012 notes and $19 million of costs related to the amendment of our 5-Year Facility
and Term Loan in February 2009. These were partially offset by the net proceeds of $473 million from the
issuance of $500 million of notes.

Net cash used for financing activities in 2008 was $562 million consisting primarily of (a) cash payments of $379
million related to the repurchase of 28 million shares of common stock during the year at a weighted-average
price of $13.36 under our November 2007 and October 2008 share repurchase programs and (b) quarterly
dividend payments of $0.15 per share, or $201 million. These uses of cash were partially offset by the exercise of
stock options of $31 million.

Net cash used for financing activities in 2007 was $279 million consisting primarily of (a) cash payments of $1.4
billion related to the repurchase of 59 million shares of common stock during the year at a weighted-average
price of $24.01 under our June 2006, June 2007, August 2007 and November 2007 share repurchase programs

Form 10-K
and (b) quarterly dividend payments of $0.15 per share, or $227 million. These uses of cash were partially offset
by (a) debt offering proceeds of $997 million, (b) proceeds from the term loan refinancing of $250 million and
(c) the exercise of stock options of $74 million.

Contingent Liabilities and Contractual Obligations

The following table provides our contractual obligations, aggregated by type, including the maturity profile as of
January 30, 2010:
Payments Due by Period
Less More
Than 1 1-3 4-5 than 5
Total Year Years Years Years Other
(in millions)
Long-term Debt (a) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $4,910 $ 192 $ 765 $ 828 $3,125 $—
Operating Leases Obligations (b) . . . . . . . . . . . . . . . . . . . . 3,132 478 840 699 1,115 —
Purchase Obligations (c) . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,225 1,073 24 16 112 —
Other Liabilities (d) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 342 36 15 3 — 288
Total . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $9,609 $1,779 $1,644 $1,546 $4,352 $288

(a) Long-term debt obligations relate to our principal and interest payments for outstanding notes, debentures,
Term Loan and line of credit borrowings. Interest payments have been estimated based on the coupon rate

47
 for fixed rate obligations and the variable rate, including the impact of the participating interest rate swap
arrangement, in effect as of January 30, 2010 for the Term Loan. Interest obligations exclude amounts
which have been accrued through January 30, 2010. For additional information, see Note 12 to the
Consolidated Financial Statements included in Item 8. Financial Statements and Supplementary Data.
(b) Operating lease obligations primarily represent minimum payments due under store lease agreements. For
additional information, see Note 16 to the Consolidated Financial Statements included in Item 8. Financial
Statements and Supplementary Data.
(c) Purchase obligations primarily include purchase orders for merchandise inventory and other agreements to
purchase goods or services that are enforceable and legally binding and that specify all significant terms,
including: fixed or minimum quantities to be purchased; fixed, minimum or variable price provisions; and
the approximate timing of the transactions.
(d) Other liabilities primarily includes future payments relating to our nonqualified supplemental retirement
plan of $168 million and have been reflected under “Other” as the timing of these future payments is not
known until an associate leaves the company or otherwise requests an in-service distribution. In addition,
Other Liabilities also includes future estimated payments associated with unrecognized tax benefits. The
“Less Than 1 Year” category includes $25 million because it is reasonably possible that the payments could
change in the next twelve months due to audit settlements or resolution of uncertainties. The remaining
portion of $120 million is included in the “Other” category as the timing and amount of these payments is
not known until the matters are resolved with relevant tax authorities. For additional information, see Notes
to the Consolidated Financial Statements in Item 8. Financial Statements and Supplementary Data.

In connection with the disposition of certain businesses, we have remaining guarantees of approximately $135
million related to lease payments of Express, Limited Stores, Abercrombie & Fitch, Dick’s Sporting Goods
(formerly Galyan’s), Lane Bryant, New York & Company and Anne.x under the current terms of noncancelable
leases expiring at various dates through 2017. These guarantees include minimum rent and additional payments
covering taxes, common area costs and certain other expenses and relate to leases that commenced prior to the
disposition of the businesses. In certain instances, our guarantee may remain in effect if the term of a lease is
extended.

The following table details the guaranteed lease payments during the next five fiscal years and the remaining
years thereafter:

Fiscal Year (in millions)

2010 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 36
2011 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
2012 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
2013 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
2014 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Thereafter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Total . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $135

In April 2008, we received an irrevocable standby letter of credit from Express of $34 million issued by a third-
party bank to mitigate a portion of our contingent liability for guaranteed future lease payments of Express. We
can draw from the irrevocable standby letter of credit if Express were to default on any of the guaranteed leases.
The irrevocable standby letter of credit is reduced through November 1, 2010, the expiration date of the letter of
credit, consistent with the overall reduction in guaranteed lease payments. The outstanding balance of the
irrevocable standby letter of credit from Express was $6 million as of January 30, 2010.

Our guarantees related to Express, Limited Stores and New York & Company require fair value accounting in
accordance with U.S. generally accepted accounting principles (“GAAP”) in effect at the time of these
divestitures. The guaranteed lease payments related to Express (net of the irrevocable standby letter of credit),

48
Limited Stores and New York & Company totaled $84 million and $94 million as of January 30, 2010 and
January 31, 2009, respectively. The estimated fair value of these guarantee obligations was $9 million and $15
million as of January 30, 2010 and January 31, 2009, respectively, and is included in Other Long-term Liabilities
on our Consolidated Balance Sheets. The decrease in the fair value from January 31, 2009 to January 30, 2010
reflects the impact of the current economic environment and our assessment of the risk of default on the
guaranteed lease payments.

Our guarantees related to Abercrombie & Fitch, Dick’s Sporting Goods (formerly Galyan’s), Lane Bryant and
Anne.x are not subject to the fair value accounting, but require that a loss be accrued when probable and
reasonably estimable based on U.S. GAAP in effect at the time of these divestitures. As of January 30, 2010 and
January 31, 2009, we had no liability recorded with respect to any of the guarantee obligations as we concluded
that payment under these guarantees was not probable.

Off Balance Sheet Arrangements

We have no off balance sheet arrangements as defined by Regulation 229.303 Item 303 (a) (4).

Recently Issued Accounting Pronouncements

Accounting Standards Codification (“Codification”) and the Hierarchy of Generally Accepted Accounting
Principles (“GAAP”)
In June 2009, the Financial Accounting Standards Board (“FASB”) issued Accounting Standards Codification
(“ASC”) Subtopic 105, Generally Accepted Accounting Principles, which reorganizes the thousands of U.S.
GAAP pronouncements into roughly 90 accounting topics and displays all topics using a consistent structure. It
also includes relevant SEC guidance that follows the same topical structure in separate sections in the
Codification. In the third quarter of 2009, we changed our historical U.S. GAAP references to comply with the
Codification. The adoption of this guidance did not impact our results of operations, financial condition or
liquidity since the Codification is not intended to change or alter existing U.S. GAAP.

Form 10-K
Subsequent Events
In May 2009, the FASB issued authoritative guidance included in ASC Subtopic 855, Subsequent Events, which
incorporates guidance on subsequent events into authoritative accounting literature and clarifies the time
following the balance sheet date that must be considered for subsequent events disclosures in the financial
statements. In the second quarter of 2009, we adopted this guidance which requires disclosure of the date through
which subsequent events have been reviewed. This guidance did not change our procedures for reviewing
subsequent events. In February 2010, the FASB issued Accounting Standards Update 2010-09 to amend ASC
Subtopic 855, Subsequent Events, to not require disclosure of the date through which management evaluated
subsequent events in the financial statements for either originally issued financial statements or reissued financial
statements.

Derivative Instruments and Hedging Activities

In March 2008, the FASB issued authoritative guidance included in ASC Subtopic 815, Derivatives and
Hedging, which requires disclosures about the fair value of derivative instruments and their gains or losses in
tabular format as well as disclosures regarding credit-risk-related contingent features in derivative agreements,
counterparty credit risk and strategies and objectives for using derivative instruments. This guidance amends and
expands previously released authoritative guidance and became effective prospectively beginning in 2009. In the
first quarter of 2009, we adopted this guidance. For additional information, see Note 4 to the Consolidated
Financial Statements included in Item 8. Financial Statements and Supplementary Data.

49
Consolidation
In December 2007, the FASB issued authoritative guidance included in ASC Subtopic 810, Consolidation, which
modifies reporting for noncontrolling interest (minority interest) in consolidated financial statements. This
guidance requires noncontrolling interest to be reported in equity and establishes a new framework for
recognizing net income or loss and comprehensive income or loss by the controlling interest. This guidance
further requires specific disclosures regarding changes in equity interest of both the controlling and
noncontrolling parties and presentation of the noncontrolling equity balance and income or loss for all periods
presented. This guidance became effective for interim and annual periods in fiscal years beginning after
December 15, 2008. The statement is applied prospectively upon adoption, however the presentation and
disclosure requirements are applied retrospectively. In the first quarter of 2009, we adopted this guidance
recharacterizing minority interest as a noncontrolling interest and classifying it as a component of equity in our
consolidated financial statements. On June 15, 2009, we filed a Current Report on Form 8-K to reflect the
retrospective application to our Annual Report on Form 10-K for the year ended January 31, 2009.

Fair Value Measurements

In September 2006, the FASB issued authoritative guidance included in ASC Subtopic 820, Fair Value
Measurements and Disclosures, which provides guidance for fair value measurement of assets and liabilities and
instruments measured at fair value that are classified in shareholders’ equity. This guidance defines fair value,
establishes a fair value measurement framework and expands fair value disclosures. It emphasizes that fair value
is market-based with the highest measurement hierarchy level being market prices in active markets. This
guidance requires fair value measurements be disclosed by hierarchy level, an entity to include its own credit
standing in the measurement of its liabilities and modifies the transaction price presumption.

In February 2008, the FASB delayed the effective date for this guidance to fiscal years beginning after
November 15, 2008 for all nonfinancial assets and nonfinancial liabilities, except those that are recognized or
disclosed at fair value in the financial statements on a recurring basis (at least annually).

Accordingly, as of February 3, 2008, we adopted the authoritative guidance for financial assets and liabilities
only on a prospective basis. As of February 1, 2009, we adopted the remaining provisions. The adoption of this
guidance did not have a significant impact on our results of operations, financial condition or liquidity. For
additional information, see Note 14 to the Consolidated Financial Statements included in Item 8. Financial
Statements and Supplementary Data.

In January 2010, the FASB issued Accounting Standards Update 2010-06, which amends ASC Subtopic 820,
Fair Value Measurement and Disclosures. This guidance requires new disclosures and provides amendments to
clarify existing disclosures. The new requirements include disclosing transfers in and out of Levels 1 and 2 fair
value measurements and the reasons for the transfers and further disaggregating activity in Level 3 fair value
measurements. The clarification of existing disclosure guidance includes further disaggregation of fair value
measurement disclosures for each class of assets and liabilities and providing disclosures about the valuation
techniques and inputs used to measure fair value for both recurring and nonrecurring fair value measurements.
This guidance is effective for interim and annual reporting periods beginning after December 15, 2009, except
for the new disclosures regarding the activity in Level 3 measurements, which will be effective for fiscal years
beginning after December 15, 2010. We will adopt this guidance for the fiscal period beginning January 31,
2010, except for the new disclosure regarding the activity in Level 3 measurements, which we will adopt for the
fiscal period beginning January 30, 2011.

Impact of Inflation
While it is difficult to accurately measure the impact of inflation due to the imprecise nature of the estimates
required, we believe the effects of inflation, if any, on the results of operations and financial condition have been
minor.

50
Critical Accounting Policies and Estimates
The preparation of financial statements in conformity with generally accepted accounting principles requires
management to adopt accounting policies related to estimates and assumptions that affect the reported amounts
of assets and liabilities at the date of the financial statements and the reported amounts of net sales and expenses
during the reporting period, as well as the related disclosure of contingent assets and liabilities at the date of the
financial statements. On an ongoing basis, management evaluates its accounting policies, estimates and
judgments, including those related to inventories, long-lived assets, claims and contingencies, income taxes and
revenue recognition. Management bases our estimates and judgments on historical experience and various other
factors that are believed to be reasonable under the circumstances. Actual results may differ from these estimates.
Management has discussed the development and selection of our critical accounting policies and estimates with
the Audit Committee of our Board of Directors and believes the following assumptions and estimates are most
significant to reporting our results of operations and financial position.

Inventories
Inventories are principally valued at the lower of cost or market, on a weighted-average cost basis.

We record valuation adjustments to our inventories if the cost of specific inventory items on hand exceeds the
amount we expect to realize from the ultimate sale or disposal of the inventory. These estimates are based on
management’s judgment regarding future demand and market conditions and analysis of historical experience. If
actual demand or market conditions are different than those projected by management, future period merchandise
margin rates may be unfavorably or favorably affected by adjustments to these estimates.

We also record inventory loss adjustments for estimated physical inventory losses that have occurred since the
date of the last physical inventory. These estimates are based on management’s analysis of historical results and
operating trends.

Management believes that the assumptions used in these estimates are reasonable and appropriate. A 10%
increase or decrease in the inventory valuation adjustment would have impacted net income by approximately $3
million for 2009. A 10% increase or decrease in the estimated physical inventory loss adjustment would have
impacted net income by approximately $2 million for 2009.

Form 10-K
Valuation of Long-lived Assets
Property and equipment and intangible assets with finite lives are reviewed for impairment whenever events or
changes in circumstances indicate that the carrying amount of the asset may not be recoverable. If the estimated
undiscounted future cash flows related to the asset are less than the carrying value, we recognize a loss equal to
the difference between the carrying value and the estimated fair value, usually determined by the estimated
discounted future cash flows of the asset. When a decision has been made to dispose of property and equipment
prior to the end of the previously estimated useful life, depreciation estimates are revised to reflect the use of the
asset over the shortened estimated useful life.

Goodwill is reviewed for impairment each year in the fourth quarter and may be reviewed more frequently if
certain events occur or circumstances change. The impairment review is performed by comparing each reporting
unit’s carrying value to its estimated fair value, determined through either estimated discounted future cash flows
or market-based methodologies. If the carrying value exceeds the estimated fair value, we determine the fair
value of all assets and liabilities of the reporting unit, including the implied fair value of goodwill. If the carrying
value of goodwill exceeds the implied fair value, we recognize an impairment charge equal to the difference.

Intangible assets with indefinite lives are reviewed for impairment each year in the fourth quarter and may be
reviewed more frequently if certain events occur or circumstances change. The impairment review is performed
by comparing the carrying value to the estimated fair value, usually determined by the estimated discounted
future cash flows of the asset.

51
The Company estimates the fair value of property and equipment, goodwill and intangible assets in accordance
with the provisions of ASC Subtopic 820, Fair Value Measurements and Disclosures. If future economic
conditions are different than those projected by management, future impairment charges may be required.

Impairment of La Senza Goodwill and Other Intangible Assets

In conjunction with the January 2007 acquisition of La Senza, we recorded $313 million in goodwill and $170
million in trade name and other intangible assets. These assets are included in the La Senza reporting unit which
is part of the Victoria’s Secret segment.

Impairment Recognized
2008
In the latter half of 2008, La Senza was negatively impacted by the global economic downturn and the resulting
impact on the Canadian retail environment. As a result, La Senza’s operating results deteriorated significantly,
particularly when compared to our expectations at the time of acquisition. In the fourth quarter of 2008, we
concluded that the goodwill and certain trade name assets related to the La Senza acquisition were impaired and
recorded impairment charges of $189 million and $26 million related to the goodwill and trade name assets,
respectively. These impairment charges are included in Impairment of Goodwill and Other Intangible Assets on
the 2008 Consolidated Statement of Income.

2009
In the fourth quarter of 2009, we concluded that certain trade names would no longer be utilized within the La
Senza business. As a result, we recorded an impairment charge of $3 million. These impairment charges are
included in Impairment of Goodwill and Other Intangible Assets on the 2009 Consolidated Statement of Income.

Impairment Testing—Goodwill
We evaluated La Senza’s goodwill by comparing the carrying value of the La Senza reporting unit to the
estimated fair value of the reporting unit derived using a discounted cash flow methodology. We corroborated the
estimated fair value of the La Senza reporting unit as determined by our discounted cash flow approach by
referencing a market-based methodology.

2008
Based on our 2008 evaluation, the carrying value of the La Senza reporting unit exceeded the estimated fair
value. As a result, we measured the goodwill impairment by comparing the carrying value of the reporting unit’s
goodwill to the implied value of the goodwill based on the estimated fair value of the reporting unit, considering
the fair value of all assets and liabilities. As a result of this analysis, we recognized a goodwill impairment charge
of $189 million in 2008.

2009
Our 2009 evaluation indicated that the fair value of the La Senza reporting unit was in excess of the carrying
value. As a result, we were not required to calculate the implied value of goodwill and no impairment was
recognized. Reasonable changes in the significant estimates and assumptions used to determine the fair value
would not have resulted in a goodwill impairment in the La Senza reporting unit.

Impairment Testing—Trade names

We evaluated the La Senza trade name assets by comparing the carrying value to the estimated fair value
determined using a relief from royalty methodology.

52
2008
Based on our 2008 evaluation, the carrying value of certain La Senza trade name assets exceeded their estimated
fair value and, as a result, we recognized trade name impairment charges of $26 million in 2008.

2009
In the fourth quarter of 2009, we made the decision to exit the La Senza Girl business and recorded an
impairment charge of $3 million related to the La Senza Girl trade name and other minor sub-brands. Our 2009
evaluation of the overall La Senza trade name indicated that the fair value was in excess of the carrying value. As
a result, no impairment was recognized with regards to this asset.

Significant Estimates and Assumptions

Our determination of the estimated fair value of the La Senza reporting unit and trade name assets requires
significant judgments about economic factors, industry factors, our views regarding the future prospects of the La
Senza reporting unit as well as numerous estimates and assumptions that are highly subjective. The estimates and
assumptions critical to the overall fair value estimates include: (i) estimated future cash flow generated by La
Senza; (ii) discount rates used to derive the present value factors used in determining the fair values; and (iii) the
terminal value assumption used in the discounted cash flow methodologies; and (iv) the royalty rate assumption
used in the relief from royalty valuation methodology. These and other estimates and assumptions are impacted
by economic conditions and expectations of management and may change in the future based on period-specific
facts and circumstances. If future economic conditions are different than those projected by management,
additional future impairment charges may be required.

Sensitivity Analysis
The following provides sensitivities to our 2009 significant estimates and assumptions as noted above:
• a 10% decrease in estimated future cash flows would result in a $23 million increase in the trade name
impairment charges.

Form 10-K
• a 1% increase in the discount rate would result in a $12 million increase in the trade name impairment
charges.
• a 10% decrease in the terminal value assumption would result in a $10 million increase in the trade
name impairment charges.

Claims and Contingencies

We are subject to various claims and contingencies related to lawsuits, insurance, regulatory and other matters
arising out of the normal course of business. Our determination of the treatment of claims and contingencies in
the Consolidated Financial Statements is based on management’s view of the expected outcome of the applicable
claim or contingency. We consult with legal counsel on matters related to litigation and seek input from both
internal and external experts within and outside our organization with respect to matters in the ordinary course of
business. We accrue a liability if the likelihood of an adverse outcome is probable and the amount is estimable. If
the likelihood of an adverse outcome is only reasonably possible (as opposed to probable), or if an estimate is not
determinable, disclosure of a material claim or contingency is disclosed in the Notes to the Consolidated
Financial Statements included in Item 8. Financial Statements and Supplementary Data.

Income Taxes
We account for income taxes under the asset and liability method. Under this method, the amount of taxes
currently payable or refundable are accrued and deferred tax assets and liabilities are recognized for the estimated

53
future tax consequences attributable to differences between the financial statement carrying amounts of existing
assets and liabilities and their respective tax bases. Deferred tax assets are also recognized for realizable
operating loss and tax credit carryforwards. Deferred tax assets and liabilities are measured using enacted income
tax rates in effect for the year in which those temporary differences are expected to be recovered or settled. The
effect on deferred tax assets and liabilities of a change in income tax rates is recognized in our Consolidated
Statement of Income in the period that includes the enactment date. A valuation allowance is recorded to reduce
the carrying amounts of deferred tax assets if it is more likely than not that such assets will not be realized.

Significant judgment is required in determining the provision for income taxes and related accruals, deferred tax
assets and liabilities. In determining our provision for income taxes, we use an annual effective income tax rate
based on annual income, permanent differences between book and tax income and statutory income tax rates. We
adjust the annual effective income tax rate as additional information on outcomes or events becomes available.
Our effective income tax rate is affected by items including changes in tax law, the tax jurisdiction of new stores
or business ventures and the level of earnings.

We follow the authoritative guidance included in ASC Subtopic 740, Income Taxes, which contains a two-step
approach to recognizing and measuring uncertain tax positions. The first step is to evaluate the tax position for
recognition by determining if the available evidence indicates it is more likely than not that the position will be
sustained on audit, including resolution of related appeals or litigation processes, if any. The second step is to
measure the tax benefit as the largest amount which is more than 50% likely of being realized upon ultimate
settlement. We consider many factors when evaluating and estimating our tax positions and tax benefits, which
may require periodic adjustments and which may not accurately forecast actual outcomes. Our policy is to
include interest and penalties related to uncertain tax positions in income tax expense.

Our income tax returns, like those of most companies, are periodically audited by domestic and foreign tax
authorities. These audits include questions regarding our tax filing positions, including the timing and amount of
deductions and the allocation of income among various tax jurisdictions. At any one time, multiple tax years are
subject to audit by the various tax authorities. We record an accrual for more likely than not exposures after
evaluating the positions associated with our various income tax filings. A number of years may elapse before a
particular matter for which we have established an accrual is audited and fully resolved or clarified. We adjust
our tax contingencies accrual and income tax provision in the period in which matters are effectively settled with
tax authorities at amounts different from our established accrual when the statute of limitations expires for the
relevant taxing authority to examine the tax position or when more information becomes available.

Although we believe that our estimates are reasonable, actual results could differ from these estimates resulting
in a final tax outcome that may be materially different from that which is reflected in our Consolidated Financial
Statements.

Revenue Recognition
While our recognition of revenue does not involve significant judgment, revenue recognition represents an
important accounting policy for our organization. We recognize revenue upon customer receipt of the
merchandise. For direct response revenues, we estimate shipments that have not been received by the customer
based on shipping terms and historical delivery times. We also provide a reserve for projected merchandise
returns based on prior experience.

All of our brands sell gift cards with no expiration dates to customers in retail stores, through our direct channels
and through third parties. We do not charge administrative fees on unused gift cards. We recognize income from
gift cards when they are redeemed by the customer. In addition, we recognize income on unredeemed gift cards
when we can determine that the likelihood of the gift card being redeemed is remote and there is no legal
obligation to remit the unredeemed gift cards to relevant jurisdictions (gift card breakage). We determine the gift
card breakage rate based on historical redemption patterns. Gift card breakage is included in Net Sales in our
Consolidated Statements of Income.

54
Additionally, we recognize revenue associated with merchandise sourcing services provided to third parties,
consisting primarily of former subsidiaries as well as other third parties. Revenue is recognized at the time the
title passes to the customer.

ITEM 7A. QUANTITATIVE AND QUALITATIVE DISCLOSURES ABOUT MARKET RISK.

Market Risk
The market risk inherent in our financial instruments represents the potential loss in fair value, earnings or cash
flows arising from adverse changes in foreign currency exchange rates or interest rates. We use derivative
financial instruments like the cross-currency swaps and the participating interest rate swap arrangement to
manage exposure to market risks. We do not use derivative financial instruments for trading purposes.

Foreign Exchange Rate Risk

Our foreign exchange rate translation exposure is primarily the result of the January 2007 acquisition of La Senza
Corporation, whose operations are conducted primarily in Canada. To mitigate the translation risk to our earnings
and the fair value of our investment in La Senza associated with fluctuations in the U.S. dollar-Canadian dollar
exchange rate, we entered into a series of cross-currency swaps related to Canadian dollar denominated
intercompany loans. These cross-currency swaps require the periodic exchange of fixed rate Canadian dollar
interest payments for fixed rate U.S. dollar interest payments as well as exchange of Canadian dollar and U.S.
dollar principal payments upon maturity. The swap arrangements mature between 2015 and 2018 at the same
time as the related loans. As a result of the Canadian dollar denominated intercompany loans and the related
cross-currency swaps, we do not believe there is any material translation risk to La Senza’s net earnings
associated with fluctuations in the U.S. dollar-Canadian dollar exchange rate.

In addition, our Canadian dollar denominated earnings are subject to U.S. dollar-Canadian dollar exchange rate
risk as substantially all of our merchandise sold in Canada is sourced through U.S. dollar transactions.

Interest Rate Risk

Our investment portfolio primarily consists of interest-bearing instruments that are classified as cash and cash

Form 10-K
equivalents based on their original maturities. Our investment portfolio is maintained in accordance with our
investment policy, which specifies permitted types of investments, specifies credit quality standards and maturity
profiles and limits credit exposure to any single issuer. The primary objective of our investment activities are the
preservation of principal, the maintenance of liquidity and the maximization of interest income while minimizing
risk. Currently, our investment portfolio is comprised of U.S. and Canadian government obligations, U.S.
Treasury and AAA-rated money market funds, bank time deposits, and highly-rated commercial paper. Given the
short-term nature and quality of investments in our portfolio, we do not believe there is any material risk to
principal associated with increases or decreases in interest rates.

All of our long-term debt as of January 30, 2010 has fixed interest rates with the exception of our Term Loan.
Thus, our exposure to interest rate changes is limited to the fair value of the debt issued, which would not have a
material impact on our earnings or cash flows. The Term Loan contains a variable interest rate that fluctuates
based on changes in an underlying benchmark interest rate and changes in our credit rating. In January 2008, we
executed a participating interest rate swap arrangement which limited our exposure to increases in the benchmark
interest rate while allowing us to partially participate in any decreases in the benchmark interest rate. In March
2010, we prepaid the remaining $200 million of the Term Loan and terminated the remaining portion of the
participating interest rate swap arrangement.

Fair Value of Financial Instruments

As of January 30, 2010, management believes that the carrying values of cash and cash equivalents, receivables
and payables approximate fair value because of the short maturity of these financial instruments.

55
The following table provides a summary of the carrying value and fair value of long-term debt and swap
arrangements as of January 30, 2010 and January 31, 2009:

January 30, January 31,

2010 2009
(in millions)
Long-term Debt:
Carrying Value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $2,725 $2,897
Fair Value, Estimated (a) . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2,690 2,113
Aggregate Fair Value of Cross-currency Swap
Arrangements (b) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 (26)
Fair Value of Participating Interest Rate Swap
Arrangement (b) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 30

(a) The estimated fair value of our publicly traded debt is based on quoted market prices. The estimated fair
value of our Term Loan is equal to its carrying value. The estimates presented are not necessarily indicative
of the amounts that we could realize in a current market exchange.
(b) Swap arrangements are in an (asset) liability position.

The increase in estimated fair value of our long-term debt from January 31, 2009 to January 30, 2010 reflects the
decrease in volatility in the credit markets in comparison to 2008. The change in fair value of the cross-currency
swap arrangements from January 31, 2009 to January 30, 2010 is primarily due to the fluctuations in the U.S.
dollar-Canadian dollar exchange rate. The change in fair value of the participating interest rate swap arrangement
from January 31, 2009 to January 30, 2010 is primarily due to the termination and settlement of portions of the
participating interest rate swap arrangements in conjunction with prepayments of our Term Loan throughout
2009.

Concentration of Credit Risk

We maintain cash and cash equivalents with various major financial institutions, as well as corporate commercial
paper. Currently, our investment portfolio is comprised of U.S. and Canadian government obligations, U.S.
Treasury and AAA-rated money market funds, bank time deposits, and highly-rated commercial paper.

We monitor the relative credit standing of financial institutions and other entities with whom we transact and
limit the amount of credit exposure with any one entity. We also monitor the creditworthiness of entities to which
we grant credit terms in the normal course of business and counterparties to derivative instruments.

56
Safe Harbor Statement Under the Private Securities Litigation Reform Act of 1995
Limited Brands, Inc. cautions that any forward-looking statements (as such term is defined in the Private
Securities Litigation Reform Act of 1995) contained in this report or made by our company or our management
involve risks and uncertainties and are subject to change based on various factors, many of which are beyond our
control. Accordingly, our future performance and financial results may differ materially from those expressed or
implied in any such forward-looking statements. Words such as “estimate,” “project,” “plan,” “believe,”
“expect,” “anticipate,” “intend,” “planned,” “potential” and similar expressions may identify forward-looking
statements. Risks associated with the following factors, among others, in some cases have affected and in the
future could affect our financial performance and actual results and could cause actual results to differ materially
from those expressed or implied in any forward-looking statements included in this report or otherwise made by
our company or our management:
• general economic conditions, consumer confidence and consumer spending patterns;
• the global economic crisis and its impact on our suppliers, customers and other counterparties;
• the impact of the global economic crisis on our liquidity and capital resources;
• the dependence on a high volume of mall traffic and the possible lack of availability of suitable store
locations on appropriate terms;
• the seasonality of our business;
• our ability to grow through new store openings and existing store remodels and expansions;
• our ability to expand into international markets;
• independent licensees;
• our direct channel business;
• our failure to protect our reputation and our brand images;
• our failure to protect our trade names, trademarks and patents;
• market disruptions including severe weather conditions, natural disasters, health hazards, terrorist activities,

Form 10-K
financial crises, political crises or other major events, or the prospect of these events;
• stock price volatility;
• our failure to maintain our credit rating;
• our ability to service our debt;
• the highly competitive nature of the retail industry generally and the segments in which we operate
particularly;
• consumer acceptance of our products and our ability to keep up with fashion trends, develop new
merchandise, launch new product lines successfully, offer products at the appropriate price points and
enhance our brand image;
• our ability to retain key personnel;
• our ability to attract, develop and retain qualified employees and manage labor costs;
• our reliance on foreign sources of production, including risks related to:
• political instability;
• duties, taxes, other charges on imports;
• legal and regulatory matters;
• volatility in currency and exchange rates;

57
 • local business practices and political issues;
• potential delays or disruptions in shipping and related pricing impacts;
• the disruption of imports by labor disputes; and
• changing expectations regarding product safety due to new legislation.
• the possible inability of our manufacturers to deliver products in a timely manner or meet quality standards;
• fluctuations in energy costs;
• increases in the costs of mailing, paper and printing;
• self-insured risks;
• our ability to implement and sustain information technology systems;
• our failure to comply with regulatory requirements;
• tax matters; and
• legal and compliance matters.

We are not under any obligation and do not intend to make publicly available any update or other revisions to
any of the forward-looking statements contained in this report to reflect circumstances existing after the date of
this report or to reflect the occurrence of future events even if experience or future events make it clear that any
expected results expressed or implied by those forward-looking statements will not be realized.

58
ITEM 8. FINANCIAL STATEMENTS AND SUPPLEMENTARY DATA.

LIMITED BRANDS, INC.

INDEX TO CONSOLIDATED FINANCIAL STATEMENTS

Page No.

Management’s Report on Internal Control Over Financial Reporting . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60

Report of Independent Registered Public Accounting Firm on Internal Control Over Financial
Reporting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61
Report of Independent Registered Public Accounting Firm on Consolidated Financial Statements . . . . . 62
Consolidated Statements of Income for the Years Ended January 30, 2010, January 31, 2009 and
February 2, 2008 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63
Consolidated Balance Sheets as of January 30, 2010 and January 31, 2009 . . . . . . . . . . . . . . . . . . . . . . . 64
Consolidated Statements of Total Equity for the Years Ended January 30, 2010, January 31, 2009 and
February 2, 2008 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65
Consolidated Statements of Cash Flows for the Years Ended January 30, 2010, January 31, 2009 and
February 2, 2008 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66
Notes to Consolidated Financial Statements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67

Our fiscal year ends on the Saturday closest to January 31. Fiscal years are designated in the Consolidated
Financial Statements and Notes by the calendar year in which the fiscal year commences. The results for fiscal
years 2009, 2008 and 2007 represent the 52 week period ending January 30, 2010, January 31, 2009 and
February 2, 2008, respectively.

Form 10-K

59
Management’s Report on Internal Control Over Financial Reporting
Management is responsible for establishing and maintaining adequate internal control over financial reporting as
defined in Rules 13a-15(f) and 15d-15(f) under the Securities Exchange Act of 1934. The Company’s internal
control system is designed to provide reasonable assurance to the Company’s management and Board of
Directors regarding the preparation and fair presentation of published financial statements. Because of its
inherent limitations, internal control over financial reporting may not prevent or detect misstatements. Therefore,
even those systems determined to be effective can provide only reasonable assurance with respect to financial
statement preparation and presentation. Also, projections of any evaluation of effectiveness to future periods are
subject to the risk that controls may become inadequate because of changes in conditions, or that the degree of
compliance with the policies or procedures may deteriorate.

Management assessed the effectiveness of the Company’s internal control over financial reporting as of
January 30, 2010. In making this assessment, management used the criteria established in Internal Control-
Integrated Framework issued by the Committee of Sponsoring Organizations of the Treadway Commission (the
COSO criteria).

Based on our assessment and the COSO criteria, management believes that the Company maintained effective
internal control over financial reporting as of January 30, 2010.

The Company’s independent registered public accounting firm, Ernst & Young LLP, has issued an attestation
report on the Company’s internal control over financial reporting. Ernst & Young LLP’s report appears on the
following page and expresses an unqualified opinion on the effectiveness of the Company’s internal control over
financial reporting as of January 30, 2010.

60
Report of Independent Registered Public Accounting Firm on Internal Control Over Financial Reporting
To the Board of Directors and Shareholders of
Limited Brands, Inc.:
We have audited Limited Brands, Inc. and subsidiaries’ internal control over financial reporting as of January 30,
2010, based on criteria established in Internal Control-Integrated Framework issued by the Committee of
Sponsoring Organizations of the Treadway Commission (the COSO criteria). Limited Brands, Inc.’s management
is responsible for maintaining effective internal control over financial reporting, and for its assessment of the
effectiveness of internal control over financial reporting included in the accompanying Management’s Report on
Internal Control Over Financial Reporting. Our responsibility is to express an opinion on the Company’s internal
control over financial reporting based on our audit.

We conducted our audit in accordance with the standards of the Public Company Accounting Oversight Board
(United States). Those standards require that we plan and perform the audit to obtain reasonable assurance about
whether effective internal control over financial reporting was maintained in all material respects. Our audit
included obtaining an understanding of internal control over financial reporting, assessing the risk that a material
weakness exists, testing and evaluating the design and operating effectiveness of internal control based on the
assessed risk, and performing such other procedures as we considered necessary in the circumstances. We believe
that our audit provides a reasonable basis for our opinion.

A company’s internal control over financial reporting is a process designed to provide reasonable assurance
regarding the reliability of financial reporting and the preparation of financial statements for external purposes in
accordance with generally accepted accounting principles. A company’s internal control over financial reporting
includes those policies and procedures that (1) pertain to the maintenance of records that, in reasonable detail,
accurately and fairly reflect the transactions and dispositions of the assets of the company; (2) provide reasonable
assurance that transactions are recorded as necessary to permit preparation of financial statements in accordance
with generally accepted accounting principles, and that receipts and expenditures of the company are being made
only in accordance with authorizations of management and directors of the company; and (3) provide reasonable
assurance regarding prevention or timely detection of unauthorized acquisition, use or disposition of the
company’s assets that could have a material effect on the financial statements.

Form 10-K
Because of its inherent limitations, internal control over financial reporting may not prevent or detect
misstatements. Also, projections of any evaluation of effectiveness to future periods are subject to the risk that
controls may become inadequate because of changes in conditions, or that the degree of compliance with the
policies or procedures may deteriorate.

In our opinion, Limited Brands, Inc. and subsidiaries maintained, in all material respects, effective internal
control over financial reporting as of January 30, 2010, based on the COSO criteria.

We also have audited, in accordance with the standards of the Public Company Accounting Oversight Board
(United States), the Consolidated Balance Sheets of Limited Brands, Inc. and subsidiaries as of January 30, 2010
and January 31, 2009, and the related Consolidated Statements of Income, Total Equity, and Cash Flows for each
of the three years in the period ended January 30, 2010 of Limited Brands, Inc. and subsidiaries, and our report
dated March 26, 2010 expressed an unqualified opinion thereon.

/s/ Ernst & Young LLP

Columbus, Ohio
March 26, 2010

61
Report of Independent Registered Public Accounting Firm on Consolidated Financial Statements
To the Board of Directors and Shareholders of
Limited Brands, Inc.:
We have audited the accompanying Consolidated Balance Sheets of Limited Brands, Inc. and subsidiaries as of
January 30, 2010 and January 31, 2009, and the related Consolidated Statements of Income, Total Equity, and
Cash Flows for each of the three years in the period ended January 30, 2010. These financial statements are the
responsibility of the Company’s management. Our responsibility is to express an opinion on these financial
statements based on our audits.

We conducted our audits in accordance with the standards of the Public Company Accounting Oversight Board
(United States). Those standards require that we plan and perform the audit to obtain reasonable assurance about
whether the financial statements are free of material misstatement. An audit includes examining, on a test basis,
evidence supporting the amounts and disclosures in the financial statements. An audit also includes assessing the
accounting principles used and significant estimates made by management, as well as evaluating the overall
financial statement presentation. We believe that our audits provide a reasonable basis for our opinion.

In our opinion, the financial statements referred to above present fairly, in all material respects, the consolidated
financial position of Limited Brands, Inc. and subsidiaries at January 30, 2010 and January 31, 2009, and the
consolidated results of their operations and their cash flows for each of the three years in the period ended
January 30, 2010, in conformity with U.S. generally accepted accounting principles.

As discussed in Note 2 to the consolidated financial statements, in 2007 the Company adopted Financial
Accounting Standards Board Accounting Standards Codification Topic 740, Income Taxes.

We also have audited, in accordance with the standards of the Public Company Accounting Oversight Board
(United States), Limited Brands, Inc. and subsidiaries’ internal control over financial reporting as of January 30,
2010, based on criteria established in Internal Control-Integrated Framework issued by the Committee of
Sponsoring Organizations of the Treadway Commission and our report dated March 26, 2010 expressed an
unqualified opinion thereon.

/s/ Ernst & Young LLP

Columbus, Ohio
March 26, 2010

62
 LIMITED BRANDS, INC.
CONSOLIDATED STATEMENTS OF INCOME
(in millions except per share amounts)

2009 2008 2007

Net Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 8,632 $ 9,043 $10,134

Costs of Goods Sold, Buying and Occupancy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (5,604) (6,037) (6,625)
Gross Profit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3,028 3,006 3,509
General, Administrative and Store Operating Expenses . . . . . . . . . . . . . . . . . . . . . . (2,166) (2,311) (2,616)
Impairment of Goodwill and Other Intangible Assets . . . . . . . . . . . . . . . . . . . . . . . (3) (215) (13)
Gain on Divestiture of Express . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — — 302
Loss on Divestiture of Limited Stores . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — — (72)
Net Gain on Joint Ventures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 109 —
Operating Income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 868 589 1,110
Interest Expense . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (237) (181) (149)
Interest Income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 18 18
Other Income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 23 128
Income Before Income Taxes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 650 449 1,107
Provision for Income Taxes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 202 233 411
Net Income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 448 216 696
Less: Net Income (Loss) Attributable to Noncontrolling Interest . . . . . . . . . . . . . . . — (4 ) (22 )
Net Income Attributable to Limited Brands, Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 448 $ 220 $ 718
Net Income Attributable to Limited Brands, Inc. Per Basic Share . . . . . . . . . . . . . . $ 1.39 $ 0.66 $ 1.91
Net Income Attributable to Limited Brands, Inc. Per Diluted Share . . . . . . . . . . . . $ 1.37 $ 0.65 $ 1.89

Form 10-K

The accompanying Notes are an integral part of these Consolidated Financial Statements.

63
 LIMITED BRANDS, INC.
CONSOLIDATED BALANCE SHEETS
(in millions except per share amounts)
January 30, January 31,
2010 2009

ASSETS
Current Assets:
Cash and Cash Equivalents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $1,804 $ 1,173
Accounts Receivable, Net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 219 236
Inventories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,037 1,182
Deferred Income Taxes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 77
Other . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 160 199
Total Current Assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3,250 2,867
Property and Equipment, Net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,723 1,929
Goodwill . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,442 1,426
Trade Names and Other Intangible Assets, Net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 594 580
Other Assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 164 170
Total Assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $7,173 $ 6,972
LIABILITIES AND EQUITY
Current Liabilities:
Accounts Payable . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 488 $ 494
Accrued Expenses and Other . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 693 669
Income Taxes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 141 92
Total Current Liabilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,322 1,255
Deferred Income Taxes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 213 213
Long-term Debt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2,723 2,897
Other Long-term Liabilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 731 732
Shareholders’ Equity:
Preferred Stock—$1.00 par value; 10 shares authorized; none issued . . . . . . . . . . . . — —
Common Stock—$0.50 par value; 1,000 shares authorized; 323 and 524 shares
issued; 323 and 321 shares outstanding, respectively . . . . . . . . . . . . . . . . . . . . . . . 161 262
Paid-in Capital . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — 1,544
Accumulated Other Comprehensive Income (Loss) . . . . . . . . . . . . . . . . . . . . . . . . . . (15) (28)
Retained Earnings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2,037 4,777
Less: Treasury Stock, at Average Cost; 0 shares in 2009 and 203 shares in 2008 . . . — (4,681)
Total Limited Brands, Inc. Shareholders’ Equity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2,183 1,874
Noncontrolling Interest . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 1
Total Equity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2,184 1,875
Total Liabilities and Equity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $7,173 $ 6,972

The accompanying Notes are an integral part of these Consolidated Financial Statements.

64
 LIMITED BRANDS, INC.
CONSOLIDATED STATEMENTS OF TOTAL EQUITY
(in millions except per share amounts)

Accumulated Treasury
Common Stock Paid- Other Stock, at
Shares Par In Comprehensive Retained Average Noncontrolling Total
Outstanding Value Capital Income (Loss) Earnings Cost Interest Equity
Balance, February 3, 2007 . . . . . . . . . . . 398 $ 262 $ 1,565 $(17) $ 4,277 $(3,132) $ 71 $ 3,026
Capital Contributions from
Noncontrolling Interest and Other . . . . — — — — — — 6 6
Adoption of Financial Accounting
Standards Board Accounting Standards
Codification Subtopic 740, Income
Taxes . . . . . . . . . . . . . . . . . . . . . . . . . . . — — — — (10) — — (10)
Comprehensive Income (Loss):
Net Income (Loss) . . . . . . . . . . . . . . . — — — — 718 — (22) 696
Foreign Currency Translation . . . . . . — — — 37 — — — 37
Unrealized Loss on Cash Flow
Hedges . . . . . . . . . . . . . . . . . . . . . . — — — (64) — — — (64)
Reclassification of Cash Flow
Hedges to Earnings . . . . . . . . . . . . — — — 75 — — — 75
Total Comprehensive Income (Loss) . . . . — — — 48 718 — (22) 744
Cash Dividends ($0.60 per share) . . . . . . . — — — — (227) — — (227)
Repurchase of Common Stock . . . . . . . . . (59) — — — — (1,410) — (1,410)
Exercise of Stock Options and Other . . . . 7 — (15) — — 160 — 145
Balance, February 2, 2008 . . . . . . . . . . . 346 $ 262 $ 1,550 $ 31 $ 4,758 $(4,382) $ 55 $ 2,274
Capital Contributions from
Noncontrolling Interest and Other . . . . — — — — — — 4 4
Divestiture of Personal Care Business . . . — — — — — — (54) (54)
Comprehensive Income (Loss):
Net Income (Loss) . . . . . . . . . . . . . . . — — — — 220 — (4) 216
Foreign Currency Translation . . . . . . — — — (34) — — — (34)
Unrealized Gain on Cash Flow
Hedges . . . . . . . . . . . . . . . . . . . . . . — — — 65 — — — 65
Reclassification of Cash Flow
Hedges to Earnings . . . . . . . . . . . . — — — (90) — — — (90)
Total Comprehensive Income (Loss) . . . . — — — (59) 220 — (4) 157
Cash Dividends ($0.60 per share) . . . . . . . — — — — (201) — — (201)

Form 10-K
Repurchase of Common Stock . . . . . . . . . (28) — — — — (371) — (371)
Exercise of Stock Options and Other . . . . 3 — (6) — — 72 — 66
Balance, January 31, 2009 . . . . . . . . . . . 321 $ 262 $ 1,544 $(28) $ 4,777 $(4,681) $ 1 $ 1,875
Comprehensive Income (Loss):
Net Income (Loss) . . . . . . . . . . . . . . . — — — — 448 — — 448
Foreign Currency Translation . . . . . . — — — (2) — — — (2)
Unrealized Loss on Cash Flow
Hedges . . . . . . . . . . . . . . . . . . . . . . — — — (56) — — — (56)
Reclassification of Cash Flow
Hedges to Earnings . . . . . . . . . . . . — — — 71 — — — 71
Total Comprehensive Income (Loss) . . . . — — — 13 448 — — 461
Cash Dividends ($0.60 per share) . . . . . . . — — — — (193) — — (193)
Treasury Share Retirement . . . . . . . . . . . . — (101) (1,545) — (2,995) 4,641 — —
Exercise of Stock Options and Other . . . . 2 — 1 — — 40 — 41
Balance, January 30, 2010 . . . . . . . . . . . 323 $ 161 $ — $(15) $ 2,037 $ — $ 1 $ 2,184

The accompanying Notes are an integral part of these Consolidated Financial Statements.

65
 LIMITED BRANDS, INC.
CONSOLIDATED STATEMENTS OF CASH FLOWS
(in millions)
2009 2008 2007
Operating Activities
Net Income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 448 $ 216 $ 696
Adjustments to Reconcile Net Income to Net Cash Provided by (Used for)
Operating Activities:
Depreciation and Amortization of Long-lived Assets . . . . . . . . . . . . . . . . . . . . . 393 377 385
Amortization of Landlord Allowances . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (36) (34) (33)
Goodwill and Intangible Asset Impairment Charges . . . . . . . . . . . . . . . . . . . . . . 3 215 13
Deferred Income Taxes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 46 (5)
Excess Tax Benefits From Share-based Compensation . . . . . . . . . . . . . . . . . . . . — (2) (28)
Share-based Compensation Expense . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 35 44
Net Gain on Joint Ventures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (9) (109) —
Gain on Distribution from Express . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — (13) —
Gain on Divestiture of Express . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — — (302)
Loss on Divestiture of Limited Stores . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — — 72
Gain on Distribution from Easton Town Center, LLC . . . . . . . . . . . . . . . . . . . . . — — (100)
Gains on Sales of Assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — — (37)
Changes in Assets and Liabilities, Net of Assets and Liabilities from Acquisitions:
Accounts Receivable . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 103 (192)
Inventories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 156 45 337
Accounts Payable, Accrued Expenses and Other . . . . . . . . . . . . . . . . . . . . . . . . . 17 (39) (152)
Income Taxes Payable . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 (39) (31)
Other Assets and Liabilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 153 98
Net Cash Provided by Operating Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,174 954 765

Investing Activities
Capital Expenditures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (202) (479) (749)
Net Proceeds from the Divestiture of Joint Venture . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 159 —
Return of Capital from Express . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — 95 —
Proceeds from the Divestiture of Express, Net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — — 547
Proceeds from the Distribution from Easton Town Center, LLC . . . . . . . . . . . . . . . . . — — 102
Proceeds from Sale of Assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 — 97
Other Investing Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (1) (15) 33
Net Cash (Used for) Provided by Investing Activities . . . . . . . . . . . . . . . . . . . . . . . . . (162) (240) 30

Financing Activities
Proceeds from Long-term Debt, Net of Issuance and Discount Costs . . . . . . . . . . . . . 473 — 1,247
Payments of Long-term Debt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (656) (15) (7)
Financing Costs Related to the Amendment of 5-Year Facility and Term Loan . . . . . (19) — —
Repurchase of Common Stock . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — (379) (1,402)
Dividends Paid . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (193) (201) (227)
Excess Tax Benefits from Share-based Compensation . . . . . . . . . . . . . . . . . . . . . . . . — 2 28
Proceeds From Exercise of Stock Options and Other . . . . . . . . . . . . . . . . . . . . . . . . . . 8 31 82
Net Cash Used for Financing Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (387) (562) (279)
Effects of Exchange Rate Changes on Cash . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 3 2
Net Increase in Cash and Cash Equivalents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 631 155 518
Cash and Cash Equivalents, Beginning of Year . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,173 1,018 500
Cash and Cash Equivalents, End of Year . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $1,804 $1,173 $ 1,018

The accompanying Notes are an integral part of these Consolidated Financial Statements.

66
 LIMITED BRANDS, INC.
NOTES TO CONSOLIDATED FINANCIAL STATEMENTS

1. Description of Business and Summary of Significant Accounting Policies

Description of Business
Limited Brands, Inc. (the Company) operates in the highly competitive specialty retail business. The Company is
a retailer of women’s intimate and other apparel, beauty and personal care products and accessories. The
Company sells its merchandise through specialty retail stores in the United States and Canada, which are
primarily mall-based, and through its websites, catalogue and other channels. The Company currently operates
the following retail brands:
• Victoria’s Secret
• Pink
• La Senza
• Bath & Body Works
• C. O. Bigelow
• The White Barn Candle Company
• Henri Bendel

Fiscal Year
The Company’s fiscal year ends on the Saturday nearest to January 31. As used herein, “2009”, “2008” and
“2007” refer to the 52-week periods ending January 30, 2010, January 31, 2009 and February 2, 2008,
respectively.

Basis of Consolidation
The Consolidated Financial Statements include the accounts of the Company and its subsidiaries. All significant

Form 10-K
intercompany balances and transactions have been eliminated in consolidation. The Consolidated Financial
Statements include the results of Express and Limited Stores through their divestiture dates which were July 6,
2007 and August 3, 2007, respectively.

The Company’s Consolidated Financial Statements also include less than 100% owned variable interest entities
in which the Company is designated as the primary beneficiary.

The Company accounts for investments in unconsolidated entities where it exercises significant influence, but
does not have control, using the equity method. Under the equity method of accounting, the Company recognizes
its share of the investee net income or loss. Losses are only recognized to the extent the Company has positive
carrying value related to the investee. Carrying values are only reduced below zero if the Company has an
obligation to provide funding to the investee. The Company’s share of net income or loss of unconsolidated
entities from which the Company purchases merchandise or merchandise components is included in Cost of
Goods Sold, Buying and Occupancy on the Consolidated Statements of Income. The Company’s share of net
income or loss of all other unconsolidated entities is included in Other Income (Expense) on the Consolidated
Statements of Income. The Company’s equity investments are required to be tested for impairment when it is
determined there may be an other than temporary loss in value.

Subsequent to the divestitures of Express and Limited Stores, the Company’s remaining 25% ownership interest
in each is accounted for under the equity method of accounting. The Company eliminates in consolidation 25%
of merchandise sourcing sales to Express and Limited Stores consistent with the Company’s ownership
percentage.

67
Cash and Cash Equivalents
Cash and Cash Equivalents include cash on hand, demand deposits with financial institutions and highly liquid
investments with original maturities of less than 90 days. The Company’s outstanding checks, which amounted to
$76 million as of January 30, 2010 and $86 million as of January 31, 2009, are included in Accounts Payable on
the Consolidated Balance Sheets.

Concentration of Credit Risk

The Company maintains cash and cash equivalents with various major financial institutions, as well as corporate
commercial paper. Currently, the Company’s investment portfolio is comprised of U.S. and Canadian
government obligations, U.S. Treasury and AAA-rated money market funds, bank time deposits, and highly-
rated commercial paper.

The Company monitors the relative credit standing of financial institutions and other entities with whom the
Company transacts and limits the amount of credit exposure with any one entity. The Company also monitors the
creditworthiness of entities to which the Company grants credit terms in the normal course of business and
counterparties to derivative instruments.

Inventories
Inventories are principally valued at the lower of cost or market, on a weighted-average cost basis.

The Company records valuation adjustments to its inventories if the cost of specific inventory items on hand
exceeds the amount it expects to realize from the ultimate sale or disposal of the inventory. These estimates are
based on management’s judgment regarding future demand and market conditions and analysis of historical
experience.

The Company also records inventory loss adjustments for estimated physical inventory losses that have occurred
since the date of the last physical inventory. These estimates are based on management’s analysis of historical
results and operating trends.

Catalogue and Advertising Costs

The Company capitalizes the direct costs of producing and distributing its catalogues and amortizes the costs
over the expected future revenue stream, which is generally over a three month period from the date the
catalogues are mailed.

The Company’s capitalized direct response advertising costs amounted to $19 million and $27 million as of
January 30, 2010 and January 31, 2009, respectively, and are included in Other Current Assets on the
Consolidated Balance Sheets. All other advertising costs are expensed at the time the promotion first appears in
media or in the store. Catalogue and advertising costs amounted to $459 million for 2009, $502 million for 2008
and $507 million for 2007.

Property and Equipment

The Company’s property and equipment are recorded at cost and depreciation/amortization is computed on a
straight-line basis using the following depreciable life ranges:
Category of Property and Equipment Depreciable Life Range

Software, including software developed for internal use . . . . . . . . . 3 - 7 years

Store related assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 - 10 years
Leasehold improvements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Shorter of lease term or 10 years
Non-store related building and site improvements . . . . . . . . . . . . . . 10 - 15 years
Other property and equipment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 years
Buildings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 years

68
When a decision has been made to dispose of property and equipment prior to the end of the previously estimated
useful life, depreciation estimates are revised to reflect the use of the asset over the shortened estimated useful
life. The Company’s cost of assets sold or retired and the related accumulated depreciation are removed from the
accounts with any resulting gain or loss included in net income. Maintenance and repairs are charged to expense
as incurred. Major renewals and betterments that extend useful lives are capitalized.

Property and equipment are reviewed for impairment whenever events or changes in circumstances indicate that
the carrying amount of the asset may not be recoverable. If the estimated undiscounted future cash flows related
to the asset are less than the carrying value, the Company recognizes a loss equal to the difference between the
carrying value and the estimated fair value, usually determined by the estimated discounted future cash flows of
the asset. The Company estimates the fair value of property and equipment in accordance with the provisions of
ASC Subtopic 820, Fair Value Measurements and Disclosures.

Goodwill and Intangible Assets

The Company has certain intangible assets resulting from business combinations that are recorded at cost.
Intangible assets with finite lives are amortized primarily on a straight-line basis over their respective estimated
useful lives ranging from 3 to 20 years.

Intangible assets with finite lives are reviewed for impairment whenever events or changes in circumstances
indicate that the carrying amount of the asset may not be recoverable. If the estimated undiscounted future cash
flows related to the asset are less than the carrying value, the Company recognizes a loss equal to the difference
between the carrying value and the estimated fair value, usually determined by the estimated discounted future
cash flows of the asset.

Goodwill represents the excess of the purchase price over the estimated fair value of the net assets acquired.
Goodwill is not subject to periodic amortization. Goodwill is reviewed for impairment each year in the fourth
quarter and may be reviewed more frequently if certain events occur or circumstances change. The impairment
review is performed by comparing each reporting unit’s carrying value to its estimated fair value, determined
through either estimated discounted future cash flows or market-based methodologies. If the carrying value
exceeds the estimated fair value, the Company determines the fair value of all assets and liabilities of the

Form 10-K
reporting unit, including the implied fair value of goodwill. If the carrying value of goodwill exceeds the implied
fair value, the Company recognizes an impairment charge equal to the difference.

Intangible assets with indefinite lives are reviewed for impairment each year in the fourth quarter and may be
reviewed more frequently if certain events occur or circumstances change. The impairment review is performed
by comparing the carrying value to the estimated fair value, usually determined by the estimated discounted
future cash flows of the asset.

The Company estimates the fair value of goodwill and intangible assets in accordance with the provisions of
ASC Subtopic 820, Fair Value Measurements and Disclosures. If future economic conditions are different than
those projected by management, future impairment charges may be required.

Leases and Leasehold Improvements

The Company has leases that contain predetermined fixed escalations of minimum rentals and/or rent abatements
subsequent to taking possession of the leased property. The Company recognizes the related rent expense on a
straight-line basis commencing upon store possession date. The Company records the difference between the
recognized rental expense and amounts payable under the leases as deferred lease credits. The Company’s
liability for predetermined fixed escalations of minimum rentals and/or rent abatements amounted to $97 million
as of January 30, 2010 and $90 million as of January 31, 2009. These liabilities are included in Other Long-term
Liabilities on the Consolidated Balance Sheets.

69
The Company receives allowances from landlords related to its retail stores. These allowances are generally
comprised of cash amounts received by the Company from its landlords as part of the negotiated lease terms. The
Company records a receivable and a landlord allowance at the lease commencement date (date of initial
possession of the store). The deferred lease credit is amortized on a straight-line basis as a reduction of rent
expense over the term of the lease (including the pre-opening build-out period) and the receivable is reduced as
amounts are received from the landlord. The Company’s unamortized portion of landlord allowances, which
amounted to $210 million as of January 30, 2010 and $224 million as of January 31, 2009, is included in Other
Long-term Liabilities on the Consolidated Balance Sheets.

The Company also has leasehold improvements which are amortized over the shorter of their estimated useful
lives or the period from the date the assets are placed in service to the end of the initial lease term. Leasehold
improvements made after the inception of the initial lease term are depreciated over the shorter of their estimated
useful lives or the remaining lease term, including renewal periods, if reasonably assured.

Foreign Currency Translation

The functional currency of the Company’s foreign operations is generally the applicable local currency. Assets
and liabilities are translated into U.S. dollars using the current exchange rates in effect as of the balance sheet
date, while revenues and expenses are translated at the average exchange rates for the period. The Company’s
resulting translation adjustments are recorded as a component of Accumulated Other Comprehensive Income
(Loss) within the Consolidated Statements of Total Equity.

Derivative Financial Instruments

The Company uses derivative instruments designated as cash flow hedges and non-designated derivative
instruments to manage exposure to foreign currency exchange rates and interest rates. The Company does not use
derivative financial instruments for trading purposes. All derivative financial instruments are recorded on the
Consolidated Balance Sheets at fair value. For additional information, see Note 14, “Fair Value Measurements.”

For derivative instruments that are designated and qualify as cash flow hedges, the effective portion of the gain
or loss on the derivative instrument is reported as a component of other comprehensive income and reclassified
into earnings in the same period during which the hedged transaction affects earnings. Gains and losses on the
derivative representing either hedge ineffectiveness or hedge components excluded from the assessment of
effectiveness are recognized in current earnings.

For derivative instruments that are not designated as hedging instruments, the gain or loss on the derivative
instrument is recognized in current earnings.

Fair Value of Financial Instruments

The authoritative guidance included in ASC Subtopic 820, Fair Value Measurements and Disclosure, defines fair
value as the exchange price that would be received for an asset or paid to transfer a liability (an exit price) in the
principal or most advantageous market for the asset or liability in an orderly transaction between market
participants. This authoritative guidance further establishes a three-level fair value hierarchy that prioritizes the
inputs used to measure fair value. This hierarchy requires entities to maximize the use of observable inputs and
minimize the use of unobservable inputs. The three levels of inputs used to measure fair value are as follows:
• Level 1—Quoted market prices in active markets for identical assets or liabilities.
• Level 2—Observable inputs other than quoted market prices included in Level 1, such as quoted prices
of similar assets and liabilities in active markets; quoted prices for identical or similar assets and
liabilities in markets that are not active; or other inputs that are observable or can be corroborated by
observable market data.

70
 • Level 3—Unobservable inputs that are supported by little or no market activity and that are significant
to the fair value of the assets and liabilities. This includes certain pricing models, discounted cash flow
methodologies and similar techniques that use significant unobservable inputs.

Income Taxes
The Company accounts for income taxes under the asset and liability method. Under this method, the amount of
taxes currently payable or refundable are accrued and deferred tax assets and liabilities are recognized for the
estimated future tax consequences attributable to differences between the financial statement carrying amounts of
existing assets and liabilities and their respective tax bases. Deferred tax assets are also recognized for realizable
operating loss and tax credit carryforwards. Deferred tax assets and liabilities are measured using enacted income
tax rates in effect for the year in which those temporary differences are expected to be recovered or settled. The
effect on deferred tax assets and liabilities of a change in income tax rates is recognized in the Company’s
Consolidated Statement of Income in the period that includes the enactment date. A valuation allowance is
recorded to reduce the carrying amounts of deferred tax assets if it is more likely than not that such assets will
not be realized.

In determining the Company’s provision for income taxes, it uses an annual effective income tax rate based on
annual income, permanent differences between book and tax income and statutory income tax rates. The
Company adjusts the annual effective income tax rate as additional information on outcomes or events becomes
available. The Company’s effective income tax rate is affected by items including changes in tax law, the tax
jurisdiction of new stores or business ventures and the level of earnings.

The Company follows the authoritative guidance included in ASC Subtopic 740, Income Taxes, which contains a
two-step approach to recognizing and measuring uncertain tax positions. The first step is to evaluate the tax
position for recognition by determining if the available evidence indicates it is more likely than not that the
position will be sustained on audit, including resolution of related appeals or litigation processes, if any. The
second step is to measure the tax benefit as the largest amount which is more than 50% likely of being realized
upon ultimate settlement. The Company considers many factors when evaluating and estimating its tax positions
and tax benefits, which may require periodic adjustments and which may not accurately forecast actual
outcomes.

Form 10-K
The Company’s income tax returns, like those of most companies, are periodically audited by domestic and
foreign tax authorities. These audits include questions regarding the Company’s tax filing positions, including the
timing and amount of deductions and the allocation of income among various tax jurisdictions. At any one time,
multiple tax years are subject to audit by the various tax authorities. The Company records an accrual for more
likely than not exposures after evaluating the positions associated with its various income tax filings. A number
of years may elapse before a particular matter for which the Company has established an accrual is audited and
fully resolved or clarified. The Company adjusts its tax contingencies accrual and income tax provision in the
period in which matters are effectively settled with tax authorities at amounts different from its established
accrual, when the statute of limitations expires for the relevant taxing authority to examine the tax position or
when more information becomes available. The Company includes its tax contingencies accrual, including
accrued penalties and interest, in Other Long-term Liabilities on the Consolidated Balance Sheets unless the
liability is expected to be paid within one year. Changes to the tax contingencies accrual, including accrued
penalties and interest, are included in Provision for Income Taxes on the Consolidated Statements of Income.

Self Insurance
The Company is self-insured for medical, workers’ compensation, property, general liability and automobile
liability up to certain stop-loss limits. Such costs are accrued based on known claims and an estimate of incurred
but not reported (“IBNR”) claims. IBNR claims are estimated using historical claim information and actuarial
estimates.

71
Noncontrolling Interest
Noncontrolling interest represents the portion of equity interests of consolidated affiliates not owned by the
Company.

Share-based Compensation
The Company accounts for share-based employee compensation in accordance with authoritative guidance
included in ASC Subtopic 718, Compensation—Stock Compensation, which requires all share-based payments to
employees and directors to be recognized in the financial statements as compensation cost over the service period
based on their estimated fair value on the date of grant.

Compensation cost is recognized over the service period on a straight-line basis for the fair value of awards that
actually vest. Compensation expense for stock options is recognized, net of forfeitures, using a single option
approach (each option is valued as one grant, irrespective of the number of vesting tranches). Compensation cost
for restricted stock is recognized, net of forfeitures, on a straight-line basis over the requisite service period.

During 2007, 2008 and 2009, the Company followed a policy of issuing treasury shares to satisfy award exercises
or conversions.

Revenue Recognition
The Company recognizes sales upon customer receipt of the merchandise, which for direct response revenues
reflects an estimate of shipments that have not yet been received by the customer based on shipping terms and
estimated delivery times. The Company’s shipping and handling revenues are included in Net Sales with the
related costs included in Costs of Goods Sold, Buying and Occupancy on the Consolidated Statements of
Income. The Company also provides a reserve for projected merchandise returns based on prior experience. Net
Sales exclude sales tax collected from customers.

The Company’s brands sell gift cards with no expiration dates to customers. The Company does not charge
administrative fees on unused gift cards. The Company recognizes income from gift cards when they are
redeemed by the customer. In addition, the Company recognizes income on unredeemed gift cards when it can
determine that the likelihood of the gift card being redeemed is remote and that there is no legal obligation to
remit the unredeemed gift cards to relevant jurisdictions (gift card breakage). The Company determines the gift
card breakage rate based on historical redemption patterns. The Company accumulated enough historical data to
determine the gift card breakage rate at Bath & Body Works during the fourth quarter of 2005 and Victoria’s
Secret during the fourth quarter of 2007. Gift card breakage is included in Net Sales in the Consolidated
Statements of Income.

During the fourth quarter of 2007, the Company recognized $48 million in pre-tax income related to the initial
recognition of gift card breakage at Victoria’s Secret.

Additionally, the Company recognizes revenue associated with merchandise sourcing services provided to third
parties, consisting of former subsidiaries as well as other third parties. Revenue is recognized at the time the title
passes to the customer.

Costs of Goods Sold, Buying and Occupancy

The Company’s costs of goods sold include merchandise costs, net of discounts and allowances, freight and
inventory shrinkage. The Company’s buying and occupancy expenses primarily include payroll, benefit costs and
operating expenses for its buying departments and distribution network, rent, common area maintenance, real
estate taxes, utilities, maintenance, fulfillment expenses, catalogue amortization and depreciation for the
Company’s stores, warehouse facilities and equipment.

72
General, Administrative and Store Operating Expenses
The Company’s general, administrative and store operating expenses primarily include payroll and benefit costs
for its store-selling and administrative departments (including corporate functions), marketing, advertising and
other operating expenses not specifically categorized elsewhere in the Consolidated Statements of Income.

Use of Estimates in the Preparation of Financial Statements

The preparation of financial statements in conformity with generally accepted accounting principles requires
management to make estimates and assumptions that affect the reported amounts of assets and liabilities at the
date of the financial statements and the reported amounts of revenues and expenses during the reporting period,
as well as the related disclosure of contingent assets and liabilities at the date of the financial statements. Actual
results may differ from those estimates and the Company revises its estimates and assumptions as new
information becomes available.

2. New Accounting Pronouncements and Changes in Accounting Principle

New Accounting Pronouncements
Accounting Standards Codification (“Codification”) and the Hierarchy of Generally Accepted Accounting
Principles (“GAAP”)
In June 2009, the Financial Accounting Standards Board (“FASB”) issued ASC Subtopic 105, Generally
Accepted Accounting Principles, which reorganizes the thousands of U.S. GAAP pronouncements into roughly
90 accounting topics and displays all topics using a consistent structure. It also includes relevant Securities and
Exchange Commission (“SEC”) guidance that follows the same topical structure in separate sections in the
Codification. In the third quarter of 2009, the Company changed its historical U.S. GAAP references to comply
with the Codification. The adoption of this guidance did not impact the Company’s results of operations,
financial condition or liquidity since the Codification is not intended to change or alter existing U.S. GAAP.

Subsequent Events

Form 10-K
In May 2009, the FASB issued authoritative guidance included in ASC Subtopic 855, Subsequent Events, which
incorporates guidance on subsequent events into authoritative accounting literature and clarifies the time
following the balance sheet date that must be considered for subsequent events disclosures in the financial
statements. In the second quarter of 2009, the Company adopted this guidance which requires disclosure of the
date through which subsequent events have been reviewed. This guidance did not change the Company’s
procedures for reviewing subsequent events. In February 2010, the FASB issued Accounting Standards Update
(“ASU”) 2010-09 to amend ASC Subtopic 855, Subsequent Events, to not require disclosure of the date through
which management evaluated subsequent events in the financial statements for either originally issued financial
statements or reissued financial statements.

Derivative Instruments and Hedging Activities

In March 2008, the FASB issued authoritative guidance included in ASC Subtopic 815, Derivatives and
Hedging, which requires disclosures about the fair value of derivative instruments and their gains or losses in
tabular format as well as disclosures regarding credit-risk-related contingent features in derivative agreements,
counterparty credit risk and strategies and objectives for using derivative instruments. This guidance amends and
expands previously released authoritative guidance and became effective prospectively beginning in 2009. In the
first quarter of 2009, the Company adopted this guidance. For additional information, see Note 13, “Derivative
Instruments.”

73
Consolidation
In December 2007, the FASB issued authoritative guidance included in ASC Subtopic 810, Consolidation, which
modifies reporting for noncontrolling interest (minority interest) in consolidated financial statements. This
guidance requires noncontrolling interest to be reported in equity and establishes a new framework for
recognizing net income or loss and comprehensive income or loss by the controlling interest. This guidance
further requires specific disclosures regarding changes in equity interest of both the controlling and
noncontrolling parties and presentation of the noncontrolling equity balance and income or loss for all periods
presented. This guidance became effective for interim and annual periods in fiscal years beginning after
December 15, 2008. This guidance is applied prospectively upon adoption, however the presentation and
disclosure requirements are applied retrospectively. In the first quarter of 2009, the Company adopted this
guidance recharacterizing minority interest as a noncontrolling interest and classifying it as a component of
equity in its consolidated financial statements. On June 15, 2009, the Company filed a Current Report on Form
8-K to reflect the retrospective application to the Company’s Annual Report on Form 10-K for the year ended
January 31, 2009.

Fair Value Measurements

In September 2006, the FASB issued authoritative guidance included in ASC Subtopic 820, Fair Value
Measurements and Disclosures, which provides guidance for fair value measurement of assets and liabilities and
instruments measured at fair value that are classified in shareholders’ equity. This guidance defines fair value,
establishes a fair value measurement framework and expands fair value disclosures. It emphasizes that fair value
is market-based with the highest measurement hierarchy level being market prices in active markets. This
guidance requires fair value measurements be disclosed by hierarchy level, an entity to include its own credit
standing in the measurement of its liabilities and modifies the transaction price presumption.

In February 2008, the FASB delayed the effective date for this guidance to fiscal years beginning after
November 15, 2008 for all nonfinancial assets and nonfinancial liabilities, except those that are recognized or
disclosed at fair value in the financial statements on a recurring basis (at least annually).

Accordingly, as of February 3, 2008, the Company adopted the authoritative guidance for financial assets and
liabilities only on a prospective basis. As of February 1, 2009, the Company adopted the remaining provisions.
The adoption of this guidance did not have a significant impact on the Company’s results of operations, financial
condition or liquidity. For additional information, see Note 14, “Fair Value Measurements.”

In January 2010, the FASB issued Accounting Standard Update 2010-06, which amends ASC Subtopic 820, Fair
Value Measurement and Disclosures. This guidance requires new disclosures and provides amendments to
clarify existing disclosures. The new requirements include disclosing transfers in and out of Levels 1 and 2 fair
value measurements and the reasons for the transfers and further disaggregating activity in Level 3 fair value
measurements. The clarification of existing disclosure guidance includes further disaggregation of fair value
measurement disclosures for each class of assets and liabilities and providing disclosures about the valuation
techniques and inputs used to measure fair value for both recurring and nonrecurring fair value measurements.
This guidance is effective for interim and annual reporting periods beginning after December 15, 2009, except
for the new disclosures regarding the activity in Level 3 measurements, which will be effective for fiscal years
beginning after December 15, 2010, and for interim periods within those fiscal years. The Company will adopt
this guidance for the fiscal period beginning January 31, 2010, except for the new disclosure regarding the
activity in Level 3 measurements, which the Company will adopt for the fiscal period beginning January 30,
2011.

Changes in Accounting Principle

Income Taxes
Effective February 4, 2007, the Company adopted authoritative guidance included in ASC Subtopic 740, Income
Taxes. Upon adoption, the Company recognized an additional $10 million liability for unrecognized tax benefits,

74
which was accounted for as a reduction to the Company’s opening balance of retained earnings on February 4,
2007. For additional information, see Note 11, “Income Taxes.”

3. Earnings Per Share

Earnings per basic share is computed based on the weighted-average number of outstanding common shares.
Earnings per diluted share include the weighted-average effect of dilutive options and restricted stock on the
weighted-average shares outstanding.

The following table provides shares utilized for the calculation of basic and diluted earnings per share for 2009,
2008 and 2007:

2009 2008 2007

(in millions)
Weighted-average Common Shares:
Issued Shares . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 524 524 524
Treasury Shares . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (202) (189) (149)
Basic Shares . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 322 335 375
Effect of Dilutive Options and Restricted Stock . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 2 5
Diluted Shares . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 327 337 380
Anti-dilutive Options (a) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 15 9

(a) These options were excluded from the calculation of diluted earnings per share because their inclusion
would have been anti-dilutive.

4. Divestitures
Joint Venture
In April 2008, the Company and its investment partner completed the divestiture of a joint venture, which the
Company consolidated, to a third-party. The Company recognized a pre-tax gain of $128 million and received

Form 10-K
pre-tax proceeds of $168 million on the divestiture. The pre-tax gain is included in Net Gain on Joint Ventures on
the 2008 Consolidated Statement of Income. Total proceeds included $24 million, which was to be held in
escrow until September 2009 to cover any post-closing contingencies. In December 2008, $15 million of $24
million in funds held in escrow were distributed to the Company. In September 2009, the remaining $9 million in
funds held in escrow were distributed to the Company.

Express
On July 6, 2007, the Company completed the divestiture of 75% of its ownership interest in Express to affiliates
of Golden Gate Capital for pre-tax net cash proceeds of $547 million. The Company recorded a pre-tax gain on
the divestiture of $302 million. For additional information, see Note 9, “Equity Investments and Other.”

Limited Stores
On August 3, 2007, the Company completed the divestiture of 75% of its ownership interest in Limited Stores to
affiliates of Sun Capital. As part of the agreement, Sun Capital contributed $50 million of equity capital into the
business and arranged a $75 million credit facility. The Company recorded a pre-tax loss on the divestiture of
$72 million. For additional information, see Note 9, “Equity Investments and Other.”

75
5. Restructuring Activities
2008
During the fourth quarter of 2008, the Company initiated a restructuring program designed to resize the
Company’s corporate infrastructure and to adjust for the impact of the current retail environment. This program
resulted in the elimination of approximately 400 positions (or 10%) of the Company’s corporate and home office
headcount. The Company recognized a pre-tax charge consisting of severance and related costs of $23 million for
the fiscal year ended January 31, 2009. These costs are included in General, Administrative and Store Operating
Expenses on the 2008 Consolidated Statement of Income. The Company made cash payments of $15 million in
2009 related to this restructuring program. In addition, the liability was further reduced by $2 million in 2009
related to changes in estimates. The remaining balance of $6 million is included in Accrued Expenses and Other
on the Consolidated Balance Sheet as of January 30, 2010.

2007
In 2007, the Company completed a restructuring program designed to resize the Company’s corporate
infrastructure and to adjust for the impact of the Apparel divestitures. This program resulted in the elimination of
approximately 500 positions (or 10%) of the Company’s corporate and home office headcount through position
eliminations and transfers to Express and Limited Stores. The Company recognized pre-tax charges consisting
primarily of severance and related costs of $34 million for the fiscal year ended February 2, 2008. These costs
are included in General, Administrative and Store Operating Expenses on the 2007 Consolidated Statement of
Income. The Company also recognized $25 million in gains related to the sale of corporate aircraft. These gains
are included in General, Administrative and Store Operating Expenses on the 2007 Consolidated Statement of
Income.

6. Inventories
The following table provides inventories as of January 30, 2010 and January 31, 2009:

January 30, January 31,

2010 2009
(in millions)
Finished Goods Merchandise . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 973 $1,101
Raw Materials and Merchandise Components . . . . . . . . . . . . . . . . . . . . . . . . 64 81
Total Inventories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $1,037 $1,182

During the second quarter of 2007, the Company recognized a pre-tax charge of $19 million related to excess raw
material and component inventory at Bath & Body Works. This cost was included in Cost of Goods Sold, Buying
and Occupancy on the 2007 Consolidated Statement of Income.

76
7. Property and Equipment, Net
The following table provides property and equipment, net as of January 30, 2010 and January 31, 2009:

January 30, January 31,

2010 2009
(in millions)
Land . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 60 $ 60
Buildings and Improvements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 390 392
Furniture, Fixtures, Software and Equipment . . . . . . . . . . . . . . . . . . . . . . . . . 2,429 2,375
Leaseholds and Improvements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,151 1,085
Construction in Progress . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 119
Total . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4,058 4,031
Accumulated Depreciation and Amortization . . . . . . . . . . . . . . . . . . . . . . . . (2,335) (2,102)
Property and Equipment, Net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 1,723 $ 1,929

Depreciation expense was $387 million in 2009 and $371 million in both 2008 and 2007.

8. Goodwill, Trade Names and Other Intangible Assets, Net

Goodwill
The following table provides the rollforward of goodwill for the fiscal years ended January 30, 2010 and
January 31, 2009:
Victoria’s Bath & Body
Secret Works Other Total
(in millions)
Balance as of February 2, 2008 . . . . . . . . . . . . . . . . . . . $1,057 $628 $ 48 $1,733
Divestiture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — — (48) (48)
Impairment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (189) — — (189)
Foreign Currency Translation . . . . . . . . . . . . . . . . . . . . . . (70) — — (70)

Form 10-K
Balance as of January 31, 2009 . . . . . . . . . . . . . . . . . . . 798 628 — 1,426
Foreign Currency Translation . . . . . . . . . . . . . . . . . . . . . . 16 — — 16
Balance as of January 30, 2010 . . . . . . . . . . . . . . . . . . . $ 814 $628 $— $1,442

Intangible Assets—Indefinite Lives

Intangible assets with indefinite lives represent the Victoria’s Secret, Bath & Body Works and La Senza trade
names. These assets totaled $566 million as of January 30, 2010 and $548 million as of January 31, 2009 and are
included in Trade Names and Other Intangible Assets, Net on the Consolidated Balance Sheets.

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Intangible Assets—Finite Lives
The following table provides intangible assets with finite lives as of January 30, 2010 and January 31, 2009:

January 30, January 31,

2010 2009
(in millions)
Intellectual Property . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 41 $ 41
Trademarks/Brands . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 19
Licensing Agreements and Customer Relationships . . . . . . . . . . . . . . . . . . . 23 21
Favorable Operating Leases . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 18
Total . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 102 99
Accumulated Amortization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (74) (67)
Intangible Assets, Net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 28 $ 32

Amortization expense was $6 million for 2009 and 2008 and $14 million for 2007. Estimated future annual
amortization expense will be approximately $7 million in each of 2010 and 2011, $5 million in 2012, $4 million
in 2013 and $5 million thereafter.

Impairment Charges
La Senza
In conjunction with the January 2007 acquisition of La Senza, the Company recorded $313 million in goodwill,
$170 million in intangible assets with indefinite lives and $26 million in intangible assets with finite lives. These
assets are included in the La Senza reporting unit which is part of the Victoria’s Secret reportable segment.

2008
In the fourth quarter of 2008, the Company completed its annual impairment testing. During the latter half of
2008, La Senza’s operating results were negatively impacted by the global economic downturn and the resulting
impact on the Canadian retail environment. As part of the annual impairment evaluation, the Company assessed
the recoverability of goodwill using a discounted cash flow methodology. The Company concluded that the
carrying value of the La Senza goodwill exceeded the implied fair value based on the estimated fair value of the
La Senza reporting unit. Accordingly, the Company recorded a goodwill impairment charge of $189 million. The
goodwill impairment charge is included in Impairment of Goodwill and Other Intangible Assets on the 2008
Consolidated Statement of Income.

Prior to completing the goodwill impairment evaluation, the Company performed its annual impairment analysis
for indefinite-lived trade names. Based on its evaluation using a relief from royalty methodology, the Company
concluded that certain La Senza trade name assets were impaired. Accordingly, the Company recorded an
impairment charge of $25 million to reduce the carrying value of these assets to their estimated fair values. The
Company also recognized a $1 million impairment charge related to a finite lived trade name asset. These
impairment charges are included in Impairment of Goodwill and Other Intangible Assets on the 2008
Consolidated Statement of Income.

2009
In the fourth quarter of 2009, the Company made the decision to exit the La Senza Girl business and recorded an
impairment charge of $3 million to write-off the La Senza Girl trade name and other minor trade names. This
impairment charge is included in Impairment of Goodwill and Other Intangible Assets on the 2009 Consolidated
Statement of Income.

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Personal Care Joint Venture
In February 2007, the Company acquired a personal care products business along with an investment partner. Net
assets of the acquired business consisted primarily of goodwill. During the second quarter of 2007, the Company
and its investment partner made a decision to close the operations of the acquired business. Based on this
decision, the Company completed a valuation of the acquired business trade name, which the Company continues
to use. Based on the Company’s evaluation, $12 million of the $25 million purchase price was allocated to the
trade name. The remaining $13 million was recognized as an impairment charge in the second quarter of 2007.
The Company recognized the investment partner’s portion of the impairment charge of $6 million in
Noncontrolling Interest on the 2007 Consolidated Statement of Income.

9. Equity Investments and Other

Express
In July 2007, the Company completed the divestiture of 75% of its ownership interest in Express. In conjunction
with the transaction, the Company and Express entered into transition services agreements whereby the Company
provides support to Express in various operational areas including logistics, technology and merchandise
sourcing. The terms of these transition services arrangements varied and ranged from 3 months to 3 years.

In October 2009, the Company entered into new agreements with Express whereby the Company will continue to
provide logistics services and lease office space. These agreements are effective beginning in February 2010 and
extend through April 2016 with certain renewal options. The Company also continues to provide sourcing
services to Express.

The Company recognized merchandise sourcing revenue from Express of $344 million in 2009, $435 million in
2008 and $353 million in 2007. These amounts are net of the elimination of 25% of the gross merchandise
sourcing revenue consistent with the Company’s ownership percentage. The Company’s accounts receivable
from Express for merchandise sourcing and other services provided in accordance with the terms and conditions
of the transition services agreements totaled $80 million as of January 30, 2010, $92 million as of January 31,
2009 and $151 million as of February 2, 2008.

Form 10-K
In March 2008, Express distributed cash to its owners and the Company received $41 million. The Company’s
portion representing a return of capital is $28 million and is included in Return of Capital from Express within
the Investing Activities section of the 2008 Consolidated Statement of Cash Flows. The remaining $13 million is
considered a return on capital and is included in Other Assets and Liabilities within the Operating Activities
section of the 2008 Consolidated Statement of Cash Flows.

In July 2008, Express distributed additional cash to its owners and the Company received $71 million. The
Company’s portion representing a return of capital is $67 million with the remaining $4 million representing a
return on capital. The proceeds received from the cash distribution were in excess of the Company’s carrying
value of the investment in Express. As a result, the carrying value was reduced to zero as of the date of the cash
distribution and a pre-tax gain of approximately $13 million was recorded. The gain is included in Other Income
on the 2008 Consolidated Statements of Income. The Company’s investment carrying value for Express was $5
million as of January 30, 2010 and zero as of January 31, 2009. These amounts are included in Other Assets on
the Consolidated Balance Sheets.

In March 2010, Express distributed a cash dividend to its owners and the Company received $57 million. The
proceeds received from the cash dividend were in excess of the Company’s carrying value of the investment in
Express. As a result, the carrying value will be reduced to zero as of the date of the cash dividend and a pre-tax
gain of approximately $50 million will be recorded.

79
Limited Stores
In August 2007, the Company completed the divestiture of 75% of its ownership interest in Limited Stores. In
conjunction with the transaction, the Company and Limited Stores entered into transition services agreements
whereby the Company provides support to Limited Stores in various operational areas including logistics,
technology and merchandise sourcing. The terms of these transition services arrangements vary and range from 3
months to 3 years. The Company recognized merchandise sourcing revenue from Limited Stores of $58 million
in 2009, $92 million in 2008 and $75 million in 2007. These amounts are net of the elimination of 25% of the
gross merchandise sourcing revenue consistent with the Company’s ownership percentage. The Company’s
accounts receivable from Limited Stores for merchandise sourcing and other services provided in accordance
with the terms and conditions of the transition services agreements totaled $10 million as of January 30, 2010,
$12 million as of January 31, 2009 and $22 million as of February 2, 2008.

The Company’s investment carrying value for Limited Stores was $13 million as of January 30, 2010 and $12
million as of January 31, 2009. These amounts are included in Other Assets on the Consolidated Balance Sheets.

In February 2010, Limited Stores distributed a cash dividend to its owners and the Company received $7 million.
The proceeds received reduced the Company’s carrying value of the investment in Limited Stores.

Easton Investment
The Company has land and other investments in Easton, a 1,300 acre planned community in Columbus, Ohio that
integrates office, hotel, retail, residential and recreational space. These investments, at cost, totaled $66 million
as of January 30, 2010, $63 million as of January 31, 2009 and $62 million as of February 2, 2008 and are
recorded in Other Assets on the Consolidated Balance Sheets.

Included in the Company’s Easton investments is an equity interest in Easton Town Center, LLC (“ETC”), an
entity that owns and has developed a commercial entertainment and shopping center. The Company’s investment
in ETC is accounted for using the equity method of accounting. The Company has a majority financial interest in
ETC, but another unaffiliated member manages ETC. Certain significant decisions regarding ETC require the
consent of unaffiliated members in addition to the Company.

In July 2007, ETC refinanced its $290 million secured bank loan replacing it with a $405 million secured bank
loan. The loan is payable in full on August 9, 2017.

In conjunction with the loan refinancing, ETC repaid the existing loan, reserved cash for capital expenditures and
operations and authorized the distribution of $150 million to ETC members. As an ETC member, the Company
received approximately $102 million of proceeds resulting in a $100 million gain after reducing the Company’s
ETC carrying value from $2 million to zero. The gain is included in Other Income (Loss) on the 2007
Consolidated Statement of Income.

Total assets of ETC were approximately $241 million as of January 30, 2010, $253 million as of January 31,
2009 and $262 million as of February 2, 2008.

Other
In April 2008, the Company recorded a pre-tax impairment charge of $19 million related to an unconsolidated
joint venture accounted for under the equity method of accounting. The charge consisted of writing down the
investment balance, reserving certain accounts and notes receivable and accruing a contractual liability. The
impairment of $19 million is included in Net Gain on Joint Ventures on the 2008 Consolidated Statement of
Income. In July 2009, the Company recognized a pre-tax gain of $9 million ($14 million net of related tax
benefits) associated with the reversal of the accrued contractual liability as a result of the divestiture of the joint
venture. The pre-tax gain is included in Net Gain on Joint Ventures on the 2009 Consolidated Statements of
Income.

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10. Accrued Expenses and Other
The following table provides additional information about the composition of accrued expenses and other as of
January 30, 2010 and January 31, 2009:

January 30, January 31,

2010 2009
(in millions)
Deferred Revenue, Principally from Gift Card Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $181 $166
Compensation, Payroll Taxes and Benefits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 180 103
Taxes, Other Than Income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72 74
Returns Reserve . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 35
Insurance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 34
Rent . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 25
Interest . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 31
Current Portion of Long-term Debt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 —
Other . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 143 201
Total Accrued Expenses and Other . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $693 $669

11. Income Taxes

The following table provides the components of the Company’s provision for income taxes for 2009, 2008 and
2007:

2009 2008 2007

(in millions)
Current:
U.S. Federal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $138 $151 $352
U.S. State . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 13 46
Non-U.S. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 23 18
Total . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 153 187 416

Form 10-K
Deferred:
U.S. Federal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 38 59
U.S. State . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 15 (56)
Non-U.S. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (6) (7) (8)
Total . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 46 (5)
Provision for Income Taxes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $202 $233 $411

The foreign component of pre-tax income, arising principally from overseas operations, was income of $84
million for 2009, a loss of $90 million for 2008 and income of $40 million for 2007. The 2008 loss included the
impact of the $215 million impairment of goodwill and other intangible assets and changes in transfer pricing. In
2009, the non-U.S. tax provision reflects the impact of enacted statutory rate decreases in Canada.

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The following table provides the reconciliation between the statutory federal income tax rate and the effective tax
rate for 2009, 2008 and 2007:

2009 2008 2007

Federal Income Tax Rate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35.0% 35.0% 35.0%

State Income Taxes, Net of Federal Income Tax Effect . . . . . . . . . . . . . . . . . . . . . . . . . . 3.7% 5.0% 3.5%
State Net Operating Loss and Valuation Allowance Adjustment . . . . . . . . . . . . . . . . . . . 0.3% 2.2% (3.4%)
Non-deductible Loss on Divestiture of Limited Stores . . . . . . . . . . . . . . . . . . . . . . . . . . . —% —% 1.9%
Non-deductible Impairment of Goodwill and Other Intangible Assets . . . . . . . . . . . . . . . 0.3% 14.2% —%
Impact of Non-U.S. Operations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (5.0%) —% 1.6%
Other Items, Net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (3.2%) (4.9%) (2.2%)
Effective Tax Rate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31.1% 51.5% 36.4%

The Company’s effective tax rate has historically reflected a provision related to the undistributed earnings of
foreign affiliates. The Company has recorded a deferred tax liability for those amounts, but taxes are not paid
until the earnings are deemed repatriated to the United States. However, when the tax basis of a foreign
subsidiary is greater than its carrying value, no deferred taxes are recorded. In the fourth quarter of 2009, the
Company executed a re-organization of certain of its foreign subsidiaries which resulted in the recognition of a
non-cash income tax benefit of $21 million associated with the reversal of deferred tax liabilities associated with
undistributed earnings of a foreign subsidiary.

Deferred Taxes
The following table provides the effect of temporary differences that cause deferred income taxes as of
January 30, 2010 and January 31, 2009. Deferred tax assets and liabilities represent the future effects on income
taxes resulting from temporary differences and carryforwards at the end of the respective year.

January 30, 2010 January 31, 2009

Assets Liabilities Total Assets Liabilities Total
(in millions)
Leases . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 37 $ — $ 37 $ 33 $ — $ 33
Non-qualified Retirement Plan . . . . . . . . . . . . . . . . . . . . . . 63 — 63 62 — 62
Inventory . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 — 2 47 — 47
Property and Equipment . . . . . . . . . . . . . . . . . . . . . . . . . . . . — (177) (177) — (153) (153)
Goodwill . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — (15) (15) — (15) (15)
Trade Names and Other Intangibles . . . . . . . . . . . . . . . . . . . — (184) (184) — (182) (182)
Undistributed Earnings of Foreign Affiliates . . . . . . . . . . . . — — — — (13) (13)
Other Comprehensive Income Items . . . . . . . . . . . . . . . . . . 9 — 9 — — —
State Net Operating Losses . . . . . . . . . . . . . . . . . . . . . . . . . 33 — 33 32 — 32
Non-U.S. Operating Losses . . . . . . . . . . . . . . . . . . . . . . . . . 32 — 32 21 — 21
Valuation Allowance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (38) — (38) (28) — (28)
Other, Net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53 — 53 59 — 59
Total Deferred Income Taxes . . . . . . . . . . . . . . . . . . . . . . $191 $(376) $(185) $226 $(363) $(137)

As of January 30, 2010, the Company had available for state income tax purposes net operating loss
carryforwards which expire, if unused, in the years 2010 through 2028. The Company has analyzed the

82
realization of the state net operating loss carryforwards on an individual state basis. For those states where the
Company has determined that it is more likely than not that the state net operating loss carryforwards will not be
realized, a valuation allowance has been provided for the deferred tax asset.

As of January 30, 2010, the Company had available for non-U.S. tax purposes net operating loss carryforwards
which expire, if unused, in the years 2028 through 2030. The Company has determined that it is more likely than
not that all of the net operating loss carryforwards will not be realized and a valuation allowance has been
provided for the net deferred tax assets, including the net operating loss carryforwards, of the related tax loss
entity.

Income taxes payable on the accompanying Consolidated Balance Sheets included net current deferred tax
liabilities of $2 million as of January 30, 2010 and $2 million as of January 31, 2009. Income tax payments were
$118 million for 2009, $205 million for 2008 and $428 million for 2007.

Uncertain Tax Positions

The Company had unrecognized tax benefits of $145 million and $164 million as of January 30, 2010 and
January 31, 2009, respectively, of which $113 million and $95 million would reduce the effective income tax rate
for 2009 and 2008, respectively. The unrecognized tax benefits are included within Other Long-term Liabilities
on the Consolidated Balance Sheets. Of the total unrecognized tax benefits, it is reasonably possible that $25
million could change in the next twelve months due to audit settlements, expiration of statute of limitations or
other resolution of uncertainties. Due to the uncertain and complex application of tax regulations, it is possible
that the ultimate resolution of audits may result in liabilities which could be different from this estimate. In such
case, the Company will record additional tax expense or tax benefit in the tax provision or reclassify amounts on
the Consolidated Balance Sheet in the period in which such matters are effectively settled with the tax authority.

The Company recognizes interest and penalties related to unrecognized tax benefits as components of income tax
expense. The Company recognized interest and penalties benefit of $7 million in 2009. The Company recognized
interest and penalties expense of $7 million and $4 million in 2008 and 2007, respectively. The Company has
accrued approximately $30 million and $47 million for the payment of interest and penalties as of January 30,

Form 10-K
2010 and January 31, 2009, respectively.

The following table summarizes the activity related to its unrecognized tax benefits for U.S. federal, state &
non-U.S. tax jurisdictions for 2009 and 2008 without interest and penalties:

2009 2008
(in millions)
Gross Unrecognized Tax Benefits, as of the Beginning of the Fiscal Year . . . . . . . . . . . . . . . . . $116 $104
Increases in Tax Positions for Prior Years . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 16
Decreases in Tax Positions for Prior Years . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (31) (18)
Increases in Unrecognized Tax Benefits as a Result of Current Year Activity . . . . . . . . . . . . . . . . . 26 23
Decreases to Unrecognized Tax Benefits Relating to Settlements with Taxing Authorities . . . . . . . (9) (3)
Decreases to Unrecognized Tax Benefits as a Result of a Lapse of the Applicable Statute of
Limitations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (6) (5)
Foreign Currency Translation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 (1)
Gross Unrecognized Tax Benefits, as of the End of the Fiscal Year . . . . . . . . . . . . . . . . . . . . . . $115 $116

The Company files U.S. federal income tax returns as well as income tax returns in various states and in non-U.S.
jurisdictions. At the end of 2009, the Company was subject to examination by the IRS for calendar years 2006
through 2009. The Company is also subject to various U.S. state and local income tax examinations for the years
1999 to 2009. Finally, the Company is subject to multiple non-U.S. tax jurisdiction examinations for the years

83
2000 to 2009. In some situations, the Company determines that it does not have a filing requirement in a
particular tax jurisdiction. Where no return has been filed, no statute of limitations applies. Accordingly, if a tax
jurisdiction reaches a conclusion that a filing requirement does exist, additional years may be reviewed by the tax
authority. The Company believes it has appropriately accounted for uncertainties related to this issue.

12. Long-term Debt

The following table provides the Company’s long-term debt balance as of January 30, 2010 and January 31,
2009:
January 30, January 31,
2010 2009
(in millions)
Senior Secured Debt
Term Loan due August 2012. Variable Interest Rate of 4.28% as of January 30, 2010 . . $ 200 $ 750
5.30% Mortgage due August 2010 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 2
Total Senior Secured Debt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 202 $ 752
Senior Unsecured Debt with Subsidiary Guarantee
$500 million, 8.50% Fixed Interest Rate Notes due June 2019, Less Unamortized
Discount . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 485 $ —
Senior Unsecured Debt
$700 million, 6.90% Fixed Interest Rate Notes due July 2017, Less Unamortized
Discount . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 699 $ 698
$500 million, 5.25% Fixed Interest Rate Notes due November 2014, Less Unamortized
Discount . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 499 499
$350 million, 6.95% Fixed Interest Rate Debentures due March 2033, Less
Unamortized Discount . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 350 350
$300 million, 7.60% Fixed Interest Rate Notes due July 2037, Less Unamortized
Discount . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 299 299
6.125% Fixed Interest Rate Notes due December 2012, Less Unamortized
Discount (a) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 191 299
Total Senior Unsecured Debt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $2,038 $2,145
Total . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $2,725 $2,897
Current Portion of Long-term Debt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (2) —
Total Long-term Debt, Net of Current Portion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $2,723 $2,897

(a) The principal balance outstanding was $191 million as of January 30, 2010 and $300 million as of
January 31, 2009.

The following table provides principal payments due on long-term debt in the next five fiscal years and the
remaining years thereafter:
Fiscal Year (in millions)

2010 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 2
2011 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . —
2012 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 391
2013 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . —
2014 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 500
Thereafter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,850

Cash paid for interest was $250 million in 2009, $174 million in 2008 and $151 million in 2007.

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Issuance of 2019 Notes
In June 2009, the Company issued $500 million of 8.50% notes due in June 2019 (“2019 Notes”) through an
institutional private placement offering. The obligation to pay principal and interest on these notes is jointly and
severally guaranteed on a full and unconditional basis by certain of the Company’s wholly-owned subsidiaries
(the “guarantors”). The net proceeds from the issuance were $473 million, which included an issuance discount
of $16 million and transaction costs of $11 million. These transaction costs are being amortized through the
maturity date of June 2019 and are included within Other Assets on the January 30, 2010 Consolidated Balance
Sheet. The Company used the proceeds from this offering to repurchase $108 million of the Company’s 2012
notes and to prepay $392 million of the Company’s variable rate term loan (“Term Loan”).

On November 10, 2009, the Company and the guarantors filed a registration statement with the SEC to register
new notes with materially identical terms to the 2019 Notes. On December 15, 2009, the Company and the
guarantors filed an amended registration statement to offer a public exchange of the 2019 Notes. On January 29,
2010, the exchange offer expired with a result of 100% of bondholders exchanging the 2019 Notes.

Repurchase of 2012 Notes

In June 2009, the Company repurchased $5 million of the $300 million notes due in December 2012 through
open market transactions. In July 2009, the Company announced a tender offer for the remaining portion of the
2012 notes. In August 2009, the Company repurchased $103 million of the 2012 notes through the tender offer
for $101 million. The gain on extinguishment of this debt of $2 million is included in Other Income on the 2009
Consolidated Statements of Income.

Credit Facility and Term Loan

2009
On February 19, 2009, the Company amended its $1 billion unsecured revolving credit facility expiring in
August 2012 (the “5-Year Facility”), amended its Term Loan for $750 million maturing in August 2012 and
canceled its $300 million, 364-day unsecured revolving credit facility. The amendment to the 5-Year Facility and

Form 10-K
the Term Loan includes changes to both the fixed charge coverage and leverage covenants. Under the amended
covenants, the Company is required to maintain the fixed charge coverage ratio at 1.60 or above through fiscal
year 2010 and 1.75 or above thereafter. The leverage ratio, which is debt compared to EBITDA, as those terms
are defined in the agreement, must not exceed 5.0 through the third quarter of fiscal year 2010, 4.5 from the
fourth quarter of fiscal year 2010 through the third quarter of fiscal year 2011 and 4.0 thereafter. The Company
was in compliance with the covenant requirements as of January 30, 2010. The amendment also increases the
interest costs and fees associated with the 5-Year Facility and the Term Loan, provides for certain security
interests as defined in the agreement and limits dividends, share repurchases and other restricted payments as
defined in the agreement to $220 million per year with certain potential increases as defined in the agreement.
The amendment does not impact the maturity dates of either the 5-Year Facility or the Term Loan.

The Company incurred fees related to the amendment of the 5-Year Facility and the Term Loan of $19 million.
The fees associated with the 5-Year Facility amendment of $11 million were capitalized. This cost is included
within Other Assets on the January 30, 2010 Consolidated Balance Sheet and is being amortized over the
remaining term of the 5-Year Facility. The fees associated with the Term Loan amendment of $8 million were
expensed in addition to unamortized fees related to the original agreement of $2 million. These charges are
included within Interest Expense on the 2009 Consolidated Statement of Income.

The 5-Year Facility and Term Loan have several interest rate options, which are based in part on the Company’s
long-term credit ratings. For 2009, the effective interest rate of the Term Loan, including the impact of the
participating interest rate swaps, was 6.88%. Fees payable under the 5-Year Facility are based on the Company’s

85
long-term credit ratings and are currently 0.75% of the committed and unutilized amounts per year and 4.00% on
any outstanding borrowings or letters of credit. As of January 30, 2010, there were no borrowings outstanding
under the 5-Year Facility.

The Company prepaid $392 million of the Term Loan with cash proceeds from the $500 million note issuance in
June 2009. In December 2009, the Company prepaid an additional $158 million of the Term Loan with cash
on-hand.

2010
In March 2010, the Company prepaid the remaining $200 million of the Term Loan with cash on hand and also
entered into an amendment and restatement (the “Amendment”) of its 5-Year Facility. The Amendment
establishes two classes of loans under the 5-Year Facility; Class A loans to be made by lenders who consent to
the Amendment and Class B loans to be made by non-consenting lenders. The Amendment extends the
termination date of the 5-Year Facility from August 3, 2012 to August 1, 2014 on Class A loans. The
Amendment also reduces the aggregate amount of the commitments of the lenders under the 5-Year Facility from
$1 billion to $927 million. The loan commitments are $800 million and $127 million for Class A and Class B,
respectively. The Company is permitted to borrow and prepay separately under either class of loans.

Additionally, the Amendment modifies the covenants limiting investments and restricted payments to provide
that investments and restricted payments may be made, without limitation on amount, if (a) at the time of and
after giving effect to such investment or restricted payment the ratio of consolidated debt to consolidated
EBITDA for the most recent four quarter period is less than 3.0 to 1.0 and (b) no default or event of default
exists.

The Company incurred fees related to the amendment of the 5-Year Facility of $13 million, which were
capitalized and will be amortized over the remaining term of the 5-Year Facility.

Letters of Credit and Commercial Paper Programs

The 5-Year Facility supports the Company’s commercial paper and letter of credit programs. The Company has
$65 million of outstanding letters of credit as of January 30, 2010 that reduce its remaining availability under its
amended credit agreements. No commercial paper was outstanding as of January 30, 2010 or January 31, 2009.

Participating Interest Rate Swap Arrangements

In January 2008, the Company entered into participating interest rate swap arrangements designated as cash flow
hedges to mitigate exposure to interest rate fluctuations related to the Term Loan. In conjunction with the Term
Loan prepayments, the Company de-designated portions of the participating interest rate swap arrangements
totaling $392 million. As of January 30, 2010, the remaining notional amount of the designated participating
interest rate swap arrangements is $200 million, which aligns with the remaining outstanding principal balance
on the Term Loan. For additional information, see Note 13, “Derivative Instruments.” Subsequent to January 30,
2010, the Company terminated the remaining portion of the participating interest rate swap arrangement totaling
$200 million in conjunction with the remaining $200 million Term Loan prepayment. For additional information,
see Note 13, “Derivative Instruments.”

13. Derivative Instruments

Foreign Exchange Risk
In January 2007, the Company entered into a series of cross-currency swaps related to approximately $470
million of Canadian dollar denominated intercompany loans. These cross-currency swaps mitigate the exposure
to fluctuations in the U.S. dollar-Canadian dollar exchange rate related to the Company’s La Senza operations.

86
The cross-currency swaps require the periodic exchange of fixed rate Canadian dollar interest payments for fixed
rate U.S. dollar interest payments as well as exchange of Canadian dollar and U.S. dollar principal payments
upon maturity. The cross-currency swaps mature between 2015 and 2018 at the same time as the related loans
and are designated as cash flow hedges of foreign currency exchange risk. Changes in the U.S. dollar-Canadian
dollar exchange rate and the related swap settlements result in reclassification of amounts from accumulated
other comprehensive income (loss) to earnings to completely offset foreign currency transaction gains and losses
recognized on the intercompany loans.

The following table provides a summary of the fair value and balance sheet classification of the derivative
financial instruments designated as foreign exchange cash flow hedges as of January 30, 2010 and January 31,
2009:

January 30, January 31,

2010 2009
(in millions)
Other Assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $— $26
Other Long-term Liabilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 —

The following table provides a summary of the pre-tax financial statement effect of the gains and losses on the
Company’s derivative instruments designated as foreign exchange cash flow hedges for 2009 and 2008:

Location 2009 2008

(in millions)
Gain (Loss) Recognized in Other Comprehensive Income (Loss) . . . . Other Comprehensive
Income (Loss) $(60) $ 81
(Gain) Loss Reclassified from Accumulated Other Comprehensive
Income (Loss) into Other Income (a) . . . . . . . . . . . . . . . . . . . . . . . . Other Income 57 (91)

(a) Represents reclassification of amounts from accumulated other comprehensive income (loss) to earnings to
completely offset foreign currency transaction gains and losses recognized on the intercompany loans. No
ineffectiveness was associated with these foreign exchange cash flow hedges.

Form 10-K
Interest Rate Risk
Interest Rate Designated Cash Flow Hedges
In January 2008, the Company entered into participating interest rate swap arrangements to mitigate exposure to
interest rate fluctuations related to the Term Loan. The participating interest rate swap arrangements effectively
convert the Term Loan to a fixed interest rate while still allowing the Company to partially benefit from declines
in short-term interest rates. The swap arrangements were designated as cash flow hedges of interest rate risk and
expire in 2012, at the same time as the related debt. Amounts are reclassified from accumulated other
comprehensive income (loss) to earnings as interest expense is recognized on the Term Loan.

The Company prepaid $392 million of the Term Loan with cash proceeds from the $500 million note issuance in
June 2009. In conjunction with the Term Loan prepayments, the Company de-designated portions of the
participating interest rate swap arrangements totaling $392 million. As a result, hedge accounting was
discontinued prospectively on the de-designated portions of the arrangements. Immediately following
de-designation, the Company terminated $292 million of the arrangements which resulted in realized losses of
$12 million. The realized losses were recognized in Accumulated Other Comprehensive Income (Loss) on the
Consolidated Balance Sheet and are being amortized into Interest Expense through the remaining life of the
original hedged instrument (August 2012). To offset the impact of the remaining $100 million portion of the
de-designated arrangements, the Company entered into a non-designated derivative instrument. For additional
information, see the “Interest Rate Non-designated Derivative Instruments” section below.

87
In December 2009, the Company prepaid an additional $158 million of the Term Loan with cash on-hand. In
conjunction with the Term Loan prepayment, the Company terminated an equal portion of the participating
interest rate swap arrangements which resulted in realized losses of $8 million. These realized losses are
expensed as there are no future cash flows associated with these terminated swap arrangements. These realized
losses were recognized in Interest Expense on the 2009 Consolidated Statement of Income.

As of January 30, 2010, the remaining notional amount of the designated participating interest rate swap
arrangements is $200 million, which aligns with the remaining outstanding principal balance on the Term Loan.

Subsequent to January 30, 2010, the Company prepaid the remaining $200 million of the Term Loan with cash
on-hand. In conjunction with the Term Loan prepayment, the Company terminated the remaining portion of the
participating interest rate swap arrangements totaling $200 million resulting in a realized loss of $10 million.

The following table provides a summary of the fair value and balance sheet classification of the derivative
financial instruments designated as interest rate cash flow hedges as of January 30, 2010 and January 31, 2009:

January 30, January 31,

2010 2009
(in millions)
Other Long-term Liabilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $10 $30

The following table provides a summary of the pre-tax financial statement effect of gains and losses on the
Company’s derivative financial instruments designated as interest rate cash flow hedges for 2009 and 2008:

Location 2009 2008

(in millions)
Gain (Loss) Recognized in Other Comprehensive Income (Loss) . . . . Other Comprehensive
Income (Loss) $(14) $(16)
Loss Reclassified from Accumulated Other Comprehensive Income
(Loss) into Interest Expense (a) . . . . . . . . . . . . . . . . . . . . . . . . . . . . Interest Expense 22 —

(a) Represents reclassification of amounts from accumulated other comprehensive income (loss) to earnings as
interest expense is recognized on the Term Loan. No ineffectiveness is associated with these interest rate
cash flow hedges.

Interest Rate Non-designated Derivative Instruments

As discussed above, the Company de-designated a notional amount of $100 million of the participating interest
rate swap arrangements. To offset the impact of these de-designated arrangements, the Company paid $3 million
to enter into a non-designated interest rate swap with a notional amount of $100 million.

The following table provides a summary of the fair value and balance sheet classification of these derivative
financial instruments as of January 30, 2010:

January 30,
2010
(in millions)
Other Assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $5
Other Long-term Liabilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

The financial impact to the Consolidated Statement of Income is not significant as the impacts of these derivative
instruments are designed to offset.

88
14. Fair Value Measurements
The following table provides a summary of the carrying value and fair value of long-term debt as of January 30,
2010 and January 31, 2009:

January 30, January 31,

2010 2009
(in millions)
Carrying Value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $2,725 $2,897
Fair Value (a) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2,690 2,113

(a) The estimated fair value of the Company’s publicly traded debt is based on quoted market prices. The
estimated fair value of the Term Loan is equal to its carrying value. The estimates presented are not
necessarily indicative of the amounts that the Company could realize in a current market exchange.

The following table provides a summary of assets and liabilities measured in the financial statements at fair value
on a recurring basis as of January 30, 2010 and January 31, 2009:

Level 1 Level 2 Level 3 Total

(in millions)
As of January 30, 2010
Assets:
Cash and Cash Equivalents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $1,804 $— $— $1,804
Interest Rate Non-designated Derivative Instrument . . . . . . . . . . . . . . . . . . . . — 5 — 5
Liabilities:
Cross-currency Cash Flow Hedges . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — 34 — 34
Interest Rate Designated Cash Flow Hedges . . . . . . . . . . . . . . . . . . . . . . . . . . . — 10 — 10
Interest Rate Non-designated Derivative Instrument . . . . . . . . . . . . . . . . . . . . — 5 — 5
Lease Guarantees . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — — 9 9
As of January 31, 2009
Assets:

Form 10-K
Cash and Cash Equivalents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $1,173 $— $— $1,173
Cross-currency Cash Flow Hedges . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — 26 — 26
Liabilities:
Interest Rate Designated Cash Flow Hedges . . . . . . . . . . . . . . . . . . . . . . . . . . . — 30 — 30
Lease Guarantees . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — — 15 15

Management believes that the carrying values of accounts receivable, accounts payable and accrued expenses
approximate fair value because of their short maturity.

The following table provides a reconciliation of the Company’s lease guarantees measured at fair value on a
recurring basis using unobservable inputs (Level 3) for 2009 and 2008:

2009 2008
(in millions)
Beginning Balance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $15 $10
Change in Estimated Fair Value Reported in Earnings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (6) 5
Ending Balance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 15

The Company’s lease guarantees include minimum rent and additional payments covering taxes, common area
costs and certain other expenses and relate to leases that commenced prior to the disposition of certain

89
businesses. The fair value of these lease guarantees is impacted by economic conditions, probability of rent
obligation payments, period of obligation as well as the discount rate utilized. For additional information, see
Note 17, “Commitments and Contingencies.”

15. Comprehensive Income (Loss)

Comprehensive Income (Loss) consists of gains and losses on derivative instruments and foreign currency
translation adjustments. The cumulative gains and losses on these items are included in Accumulated Other
Comprehensive Income (Loss) in the Consolidated Balance Sheets and Consolidated Statements of Shareholder’s
Equity.

The following table provides additional detail regarding the composition of accumulated other comprehensive
income (loss) as of January 30, 2010 and January 31, 2009:
January 30, January 31,
2010 2009
(in millions)
Foreign Currency Translation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ (6) $ (4)
Cash Flow Hedges . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (9) (24)
Total Accumulated Other Comprehensive Income (Loss) . . . . . . . . . . . . . . . . . . . . . . . . . $(15) $(28)

16. Leases
The Company is committed to noncancelable leases with remaining terms generally from one to ten years. A
substantial portion of the Company’s leases consist of store leases generally with an initial term of ten years.
Annual store rent consists of a fixed minimum amount and/or contingent rent based on a percentage of sales
exceeding a stipulated amount. Store lease terms generally require additional payments covering taxes, common
area costs and certain other expenses. These additional payments are excluded from the table below.

The following table provides rent expense for 2009, 2008 and 2007:
2009 2008 2007
(in millions)
Store Rent:
Fixed Minimum . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $407 $391 $431
Contingent . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 37 58
Total Store Rent . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 447 428 489
Office, Equipment and Other . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 64 70
Gross Rent Expense . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 508 492 559
Sublease Rental Income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (2) (4) (9)
Total Rent Expense . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $506 $488 $550

The following table provides the Company’s minimum rent commitments under noncancelable operating leases
in the next five fiscal years and the remaining years thereafter:
Fiscal Year (in millions) (a)

2010 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 478
2011 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 444
2012 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 396
2013 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 362
2014 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 337
Thereafter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,115

90
(a) Excludes additional payments covering taxes, common area costs and certain other expenses generally
required by store lease terms.

The Company’s future sublease income under noncancelable subleases was $12 million as of January 30, 2010,
which included $3 million of rent commitments related to disposed businesses under master lease arrangements.

17. Commitments and Contingencies

The Company is subject to various claims and contingencies related to lawsuits, taxes, insurance, regulatory and
other matters arising out of the normal course of business. Actions filed against the Company from time to time
include commercial, tort, intellectual property, customer, employment, data privacy, securities and other claims,
including purported class action lawsuits. Management believes that the ultimate liability arising from such
claims and contingencies, if any, is not likely to have a material adverse effect on the Company’s results of
operations, financial condition or cash flows.

On November 6, 2009, a class action (International Brotherhood of Electrical Workers Local 697 Pension Fund
v. Limited Brands, Inc. et al.) was filed against the Company and certain of its officers in the United States
District Court for the Southern District of Ohio on behalf of a purported class of all persons who purchased or
acquired shares of Limited Brands common stock between August 22, 2007 and February 28, 2008. The
Company believes the complaint is without merit and that it has substantial factual and legal defenses to the
claims at issue. The Company intends to vigorously defend against this action. The Company cannot reasonably
estimate the possible loss or range of loss that may result from this lawsuit.

Guarantees
In connection with the disposition of certain businesses, the Company has remaining guarantees of
approximately $135 million related to lease payments of Express, Limited Stores, Abercrombie & Fitch, Dick’s
Sporting Goods (formerly Galyan’s), Lane Bryant, New York & Company and Anne.x under the current terms of
noncancelable leases expiring at various dates through 2017. These guarantees include minimum rent and
additional payments covering taxes, common area costs and certain other expenses and relate to leases that
commenced prior to the disposition of the businesses. In certain instances, the Company’s guarantee may remain

Form 10-K
in effect if the term of a lease is extended.

In April 2008, the Company received an irrevocable standby letter of credit from Express of $34 million issued
by a third-party bank to mitigate a portion of the Company’s contingent liability for guaranteed future lease
payments of Express. The Company can draw from the irrevocable standby letter of credit if Express were to
default on any of the guaranteed leases. The irrevocable standby letter of credit is reduced through the
November 1, 2010 expiration date consistent with the overall reduction in guaranteed lease payments. The
outstanding balance of the irrevocable standby letter of credit from Express was $6 million as of January 30,
2010 and $19 million as of January 31, 2009.

The Company’s guarantees related to Express, Limited Stores and New York & Company require fair value
accounting in accordance with U.S. GAAP in effect at the time of these divestitures. The guaranteed lease
payments related to Express (net of the irrevocable standby letter of credit), Limited Stores and New York &
Company totaled $84 million as of January 30, 2010 and $94 million as of January 31, 2009. The estimated fair
value of these guarantee obligations was $9 million as of January 30, 2010 and $15 million as of January 31,
2009, and is included in Other Long-term Liabilities on the Consolidated Balance Sheets.

The Company’s guarantees related to Abercrombie & Fitch, Dick’s Sporting Goods (formerly Galyan’s), Lane
Bryant and Anne.x are not subject to fair value accounting, but require that a loss be accrued when probable and
reasonably estimable based on U.S. GAAP in effect at the time of these divestitures. As of January 30, 2010 and
January 31, 2009, the Company had no liability recorded with respect to any of the guarantee obligations as it
concluded that payments under these guarantees were not probable.

91
18. Retirement Benefits
The Company sponsors a tax-qualified defined contribution retirement plan and a non-qualified supplemental
retirement plan for substantially all of its associates within the United States of America. Participation in the
tax-qualified plan is available to associates who meet certain age and service requirements. Participation in the
non-qualified plan is made available to associates who meet certain age, service, job level and compensation
requirements.

The qualified plan permits participating associates to elect contributions up to the maximum limits allowable
under the Internal Revenue Code. The Company matches associate contributions according to a predetermined
formula and contributes additional amounts based on a percentage of the associates’ eligible annual
compensation and years of service. Associate contributions and Company matching contributions vest
immediately. Additional Company contributions and the related investment earnings are subject to vesting based
on years of service. Total expense recognized related to the qualified plan was $46 million for 2009, $40 million
for 2008 and $44 million for 2007.

The non-qualified plan is an unfunded plan which provides benefits beyond the Internal Revenue Code limits for
qualified defined contribution plans. The plan permits participating associates to elect contributions up to a
maximum percentage of eligible compensation. The Company matches associate contributions according to a
predetermined formula and contributes additional amounts based on a percentage of the associates’ eligible
compensation and years of service. The plan also permits participating associates to defer additional
compensation up to a maximum amount which the Company does not match. Associates’ accounts are credited
with interest using a rate determined by the Company. Associate contributions and the related interest vest
immediately. Company contributions, along with related interest, are subject to vesting based on years of service.
Associates may elect in-service distributions for the unmatched additional deferred compensation component
only. The remaining vested portion of associates’ accounts in the plan will be distributed upon termination of
employment in either a lump sum or in equal annual installments over a specified period of up to 10 years.

The following table provides the Company’s annual activity for this plan and year-end liability, included in Other
Long-term Liabilities on the Consolidated Balance Sheets, as of January 30, 2010 and January 31, 2009:

January 30, January 31,

2010 2009
(in millions)
Balance at Beginning of Year . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $167 $175
Contributions:
Associate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 9
Company . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 9
Interest . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 13
Distributions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (26) (39)
Balance at End of Year . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $168 $167

Total expense recognized related to the non-qualified plan was $20 million for 2009, $21 million for 2008 and
$22 million for 2007.

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19. Shareholders’ Equity
Under the authority of the Company’s Board of Directors, the Company repurchased shares of its common stock
under the following repurchase programs during the fiscal years ended January 30, 2010, January 31, 2009
and February 2, 2008:

Average Stock
Price of
Shares
Repurchased
Shares Repurchased within
Amount Authorized 2009 2008 2007 Program
(in millions) (in thousands)
October 2008 (a) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 250 — 19,048 — $11.48
November 2007 (b) . . . . . . . . . . . . . . . . . . . . . . . . . . . 250 — 8,539 5,887 17.33
August 2007 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 250 — — 11,870 21.06
June 2007 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,000 — — 38,656 25.87
June 2006 (c) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 100 — — 2,296 26.35
Total Shares Repurchased . . . . . . . . . . . . . . . . . . . . — 27,587 58,709

(a) The repurchase program authorized in October 2008 had $31 million remaining as of January 30, 2010.
(b) The repurchase program authorized in November 2007 had repurchases of $150 million in 2008 at an
average stock price of $17.54 and repurchases of $100 million in 2007 at an average stock price of $17.02.
This repurchase program was completed in May 2008.
(c) The repurchase program authorized in June 2006 had repurchases of $59 million in 2007 at an average stock
price of $25.86 and repurchases of $41 million in 2006 at an average stock price of $27.11. This repurchase
program was completed in May 2007.

For the November 2007 repurchase program, $8 million of share repurchases were reflected in accounts payable
as of February 2, 2008 and were settled in February 2008. There were no share repurchases reflected in accounts
payable as of January 31, 2009 or January 30, 2010. In 2009, no additional shares were repurchased.

Form 10-K
In January 2010, the Company retired 201 million shares of its Treasury Stock. The retirement resulted in a
reduction of $4.641 billion in Treasury Stock, $101 million in the par value of Common Stock, $1.545 billion in
Paid-in Capital and $2.995 billion in Retained Earnings.

In March 2010, the Company’s Board of Directors declared a special dividend of $1 per share. In addition, the
Company’s Board of Directors authorized a share repurchase program of $200 million and cancelled the
Company’s previous $250 million share repurchase program, which had $31 million remaining.

20. Share-based Compensation

Plan Summary
The shareholder approved Limited Brands, Inc. 1993 Stock Option and Performance Incentive Plan (“2009
Restatement”) as amended provides for the grant of incentive stock options, non-qualified stock options, stock
appreciation rights, restricted stock, performance-based restricted stock, performance units and unrestricted
shares. The Company grants stock options at a price equal to the fair market value of the stock on the date of
grant. Stock options have a maximum term of ten years. Stock options generally vest ratably over 3-4 years.
Restricted stock generally vests (the restrictions lapse) over a three year period.

The Limited Brands, Inc. Stock Award and Deferred Compensation Plan for Non-Associate Directors provides
for an annual stock retainer for non-associate directors. The stock issued in conjunction with this plan has no
restrictions.

93
Under the Company’s plans, approximately 102 million options, restricted and unrestricted shares have been
authorized to be granted to employees and directors. Approximately 14 million options and shares were available
for grant as of January 30, 2010.

Stock Options
The following table provides the Company’s stock option activity for the fiscal year ended January 30, 2010:
Weighted Weighted
Average Average
Option Remaining Aggregate
Number of Price Per Contractual Intrinsic
Shares Share Life Value
(in thousands) (in years) (in thousands)
Outstanding as of January 31, 2009 . . . . . . . . . . . . . . . . . . . . 15,381 $19.62
Granted . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3,853 8.73
Exercised . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (690) 14.40
Cancelled . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (3,514) 18.84
Outstanding as of January 30, 2010 . . . . . . . . . . . . . . . . . . . . 15,030 $17.26 6.04 $55,019
Vested and Expected to Vest as of January 30, 2010 (a) . . . . 13,922 17.68 5.83 46,578
Options Exercisable as of January 30, 2010 . . . . . . . . . . . . . . 9,308 19.97 4.44 14,587

(a) The number of options expected to vest includes an estimate of expected forfeitures.

Intrinsic value for stock options is the difference between the current market value of the Company’s stock and
the option strike price. The total intrinsic value of options exercised was $3 million for 2009, $10 million for
2008 and $80 million for 2007.

The total fair value at grant date of option awards vested was $12 million for 2009, $13 million for 2008 and $23
million for 2007.

The Company’s total unrecognized compensation cost, net of estimated forfeitures, related to nonvested options
was $7 million as of January 30, 2010. This cost is expected to be recognized over a weighted-average period of
2.0 years.

The weighted-average estimated fair value of stock options granted was $1.88 per share for 2009, $3.47 per share
for 2008 and $6.97 per share for 2007.

Cash received from stock options exercised was $10 million for 2009, $31 million for 2008 and $74 million for
2007. Tax benefits realized from tax deductions associated with stock options exercised were $1 million for
2009, $5 million for 2008 and $30 million for 2007.

The Company uses the Black-Scholes option-pricing model for valuation of options granted to employees and
directors. The Company’s determination of the fair value of options is affected by the Company’s stock price as
well as assumptions regarding a number of highly complex and subjective variables. These variables include, but
are not limited to, the Company’s expected stock price volatility over the term of the awards and projected
employee stock option exercise behaviors.

The following table contains the weighted-average assumptions used during 2009, 2008 and 2007:
2009 2008 2007

Expected Volatility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45% 29% 32%

Risk-free Interest Rate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1.4% 2.5% 4.5%
Dividend Yield . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6.8% 3.4% 3.0%
Expected Life (in years) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.8 5.2 5.3

94
The majority of the Company’s stock-based compensation awards are granted on an annual basis in the first
quarter of each year. The expected volatility assumption is based on the Company’s analysis of historical
volatility. The risk-free interest rate assumption is based upon the average daily closing rates during the period
for U.S. treasury notes that have a life which approximates the expected life of the option. The dividend yield
assumption is based on the Company’s history and expectation of dividend payouts in relation to the stock price
at the grant date. The expected life of employee stock options represents the weighted-average period the stock
options are expected to remain outstanding.

Restricted Stock
The following table provides the Company’s restricted stock activity for the fiscal year ended January 30, 2010:

Weighted
Average
Number of Grant Date
Shares Fair Value
(in thousands)
Unvested as of January 31, 2009 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6,213 $17.60
Granted . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4,586 7.33
Vested . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (1,218) 24.18
Cancelled . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (199) 14.04
Unvested as of January 30, 2010 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9,382 12.03

The Company’s total intrinsic value of restricted stock vested was $14 million for 2009, $15 million for 2008 and
$11 million for 2007.

The Company’s total fair value at grant date of awards vested was $29 million for 2009, $19 million for 2008 and
$8 million for 2007. Fair value of restricted stock awards is based on the market value of an unrestricted share on
the grant date adjusted for anticipated dividend yields.

As of January 30, 2010, there was $26 million of total unrecognized compensation cost, net of estimated

Form 10-K
forfeitures, related to unvested restricted stock. That cost is expected to be recognized over a weighted-average
period of 1.8 years.

Tax benefits realized from tax deductions associated with restricted stock vested were $4 million for 2009, $6
million for 2008 and $5 million for 2007.

Income Statement Impact

Total pre-tax share-based compensation expense recognized was $40 million for 2009, $35 million for 2008 and
$44 million for 2007. The tax benefit associated with share-based compensation was $13 million for 2009, $11
million for 2008 and $14 million for 2007.

The following table provides share-based compensation expense included in the Consolidated Statements of
Income for 2009, 2008 and 2007:

2009 2008 2007

(in millions)
Costs of Goods Sold, Buying and Occupancy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $12 $11 $10
General, Administrative and Store Operating Expenses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 24 34
Total Share-based Compensation Expense . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $40 $35 $44

95
In March 2010, the Company’s Board of Directors declared a special dividend of $1 per share. The special
dividend will be distributed on April 19, 2010 to shareholders of record at the close of business on April 5, 2010.
In accordance with the terms of the 2009 Restatement, the Company will adjust both the exercise price and the
number of share-based awards outstanding as of the record date of the special dividend. As a result of this
adjustment, both the aggregate intrinsic value and the ratio of the exercise price to the market price will be
approximately equal immediately before and after the dividend record date. Since this adjustment will be made in
accordance with the anti-dilutive provisions of the 2009 Restatement, no compensation expense will be
recognized for this adjustment.

21. Segment Information

Prior to the divestitures of Express and Limited Stores in the second quarter of 2007, the Company had three
reportable segments: Victoria’s Secret, Bath & Body Works and Apparel. The Victoria’s Secret reportable
segment consists of the Victoria’s Secret and La Senza operating segments which are aggregated in accordance
with the authoritative guidance included in ASC 280, Segment Reporting.

The Victoria’s Secret segment sells women’s intimate and other apparel, personal care and beauty products and
accessories under the Victoria’s Secret, Pink and La Senza brand names. Victoria’s Secret merchandise is sold
through retail stores, its website, www.VictoriasSecret.com, and its catalogue. Through its website and catalogue,
certain Victoria’s Secret’s merchandise may be purchased worldwide. La Senza sells merchandise through retail
stores located throughout Canada and licensed stores in 49 other countries. La Senza products may also be
purchased through its website, www.LaSenza.com.

The Bath & Body Works segment sells personal care, beauty and home fragrance products under the Bath &
Body Works, C.O. Bigelow, White Barn Candle Company and other brand names. Bath & Body Works
merchandise is sold at retail stores and through its website, www.bathandbodyworks.com.

The Apparel segment sold women’s and men’s apparel through Express and Limited Stores. After the closing
dates of the divestitures, the segment no longer exists. However, the Company retains a 25% ownership interest
in Express and Limited Stores.

Other consists of the following:

• Henri Bendel, operator of eleven specialty stores, which features accessories and personal care products;
• Mast, an apparel merchandise sourcing and production function serving Victoria’s Secret, La Senza and
third-party customers;
• Beauty Avenues, a personal care sourcing and production function serving Victoria’s Secret, La Senza
and Bath & Body Works;
• International retail and wholesale operations (excluding La Senza), which include the Company’s
Bath & Body Works and Victoria’s Secret Pink stores in Canada; and
• Corporate functions including non-core real estate, equity investments and other governance functions
such as treasury and tax.

96
The following table provides the Company’s segment information as of and for the fiscal years ended January 30,
2010, January 31, 2009 and February 2, 2008:
Victoria’s Bath & Body
Secret Works Apparel(a) Other Total
(in millions)
January 30, 2010
Net Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $5,307 $2,383 $ — $ 942 $ 8,632
Depreciation and Amortization . . . . . . . . . . . . . . . . . . . . . 163 58 — 136 357
Operating Income (Loss) . . . . . . . . . . . . . . . . . . . . . . . . . 579 358 — (69) 868
Total Assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2,982 1,350 — 2,841 7,173
Capital Expenditures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114 24 — 64 202
January 31, 2009
Net Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $5,604 $2,374 $ — $1,065 $ 9,043
Depreciation and Amortization . . . . . . . . . . . . . . . . . . . . . 154 66 — 123 343
Operating Income (Loss) . . . . . . . . . . . . . . . . . . . . . . . . . 405 215 — (31) 589
Total Assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3,086 1,446 — 2,440 6,972
Capital Expenditures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 279 92 — 108 479
February 2, 2008
Net Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $5,607 $2,494 $870 $1,163 $10,134
Depreciation and Amortization . . . . . . . . . . . . . . . . . . . . . 156 59 27 110 352
Operating Income (Loss) (b) . . . . . . . . . . . . . . . . . . . . . . . 718 302 250 (160) 1,110
Total Assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3,365 1,456 — 2,616 7,437
Capital Expenditures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 315 112 37 285 749

(a) Results of Express and Limited Stores are included through July 6, 2007 and August 3, 2007, respectively,
when the businesses were divested. Total assets for the Apparel segment as of February 2, 2008 are not
included as the businesses were divested prior to that date.
(b) Operating income for Apparel for the fiscal year ended February 2, 2008 includes the gain on divestiture of
Express of $302 million and the loss on divestiture of Limited Stores of $72 million.

Form 10-K
The Company’s international sales, including La Senza, Bath & Body Works Canada, Victoria’s Secret Pink
Canada and direct sales shipped internationally totaled $638 million in 2009, $655 million in 2008 and $611
million in 2007. The Company’s internationally based long-lived assets were $407 million as of January 30, 2010
and $364 million as of January 31, 2009.

22. Subsequent Events

In February 2010, Limited Stores distributed a cash dividend to its owners and the Company received $7 million.
For additional information, see Note 9, “Equity Investments and Other.”

In March 2010, the Company prepaid the remaining $200 million of the Term Loan due in 2012. In conjunction
with the Term Loan prepayment, the Company terminated the remaining portion of the participating interest rate
swap arrangement totaling $200 million. The Company also amended its 5-Year Facility by reducing the credit
available from $1 billion to $927 million as well as extending the term through August 2014 on $800 million of
the $927 million. For additional information, see Note 12, “Long-term Debt” and Note 13, “Derivative
Instruments.”

In March 2010, Express distributed a cash dividend to its owners and the Company received $57 million. For
additional information, see Note 9, “Equity Investments and Other.”

In March 2010, the Company’s Board of Directors declared a special dividend of $1 per share. In addition, the
Company’s Board of Directors authorized a share repurchase program of $200 million and cancelled the

97
Company’s previous $250 million share repurchase program, which had $31 million remaining. For additional
information, see Note 19, “Shareholders’ Equity” and Note 20, “Share-based Compensation.”

23. Quarterly Financial Data (Unaudited)

The following table provides summarized quarterly financial data for 2009:

Fiscal Quarter Ended

May 2, August 1, October 31, January 30,
2009 2009(b) 2009(c) 2010(d)
(in millions except per share data)
Net Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $1,725 $2,067 $1,777 $3,063
Gross Profit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 548 668 563 1,249
Operating Income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65 158 59 586
Income Before Income Taxes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 99 12 536
Net Income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 74 15 356
Net Income Attributable to Limited Brands, Inc. . . . . . . . . . . . . . . . . . . . . 3 74 15 356
Net Income Attributable to Limited Brands, Inc. Per Basic Share (a) . . . . $ 0.01 $ 0.23 $ 0.05 $ 1.10
Net Income Attributed to Limited Brands, Inc. Per Diluted Share (a) . . . . $ 0.01 $ 0.23 $ 0.05 $ 1.08

(a) Due to changes in stock prices during the year and timing of issuances and repurchases of shares, the
cumulative total of quarterly net income per share amounts may not equal the net income per share for the
year.
(b) Includes the effect of a pre-tax gain of $9 million, after-tax of $14 million, associated with the reversal of an
accrued contractual liability.
(c) Includes the effect of a tax benefit of $9 million related to certain discrete foreign and state income tax
items.
(d) Includes the effect of a tax benefit of $23 million primarily related to the reorganization of certain foreign
subsidiaries.

The following table provides summarized quarterly financial data for 2008:

Fiscal Quarter Ended

May 3, August 2, November 1, January 31,
2008(b) 2008(c) 2008 2009(d)
(in millions except per share data)
Net Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $1,925 $2,284 $1,843 $2,991
Gross Profit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 641 761 580 1,024
Operating Income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 209 186 41 153
Income Before Income Taxes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 176 164 3 110
Net Income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97 99 4 16
Net Income Attributable to Limited Brands, Inc. . . . . . . . . . . . . . . . . . . . . 98 102 4 16
Net Income Attributable to Limited Brands, Inc. Per Basic Share (a) . . . . $ 0.29 $ 0.30 $ 0.01 $ 0.05
Net Income Attributable to Limited Brands, Inc. Per Diluted Share (a) . . . $ 0.28 $ 0.30 $ 0.01 $ 0.05

(a) Due to changes in stock prices during the year and timing of issuances and repurchases of shares, the
cumulative total of quarterly net income per share amounts may not equal the net income per share for the
year.
(b) Includes the effect of the following items:
(i) A pre-tax gain of $128 million related to the divestiture of a personal care joint venture.
(ii) A pre-tax loss of $19 million related to an impairment charge of an unconsolidated joint venture.

98
(c) Includes the effect of a pre-tax gain of $13 million related to the $71 million distribution from Express.
(d) Includes the effect of the following items:
(i) A $215 million impairment charge of goodwill and other intangible assets for the La Senza business.
(ii) A $23 million related to restructuring activities.
(iii) A tax benefit of $15 million related to certain discrete foreign and state income tax items.

24. Supplemental Guarantor Financial Information

The Company’s 8.50% notes due in June 2019 are jointly and severally guaranteed on a full and unconditional
basis by certain of the Company’s wholly-owned subsidiaries. The Company is a holding company and its most
significant assets are the stock of its subsidiaries. The guarantors represent (a) substantially all of the sales of the
Company’s domestic subsidiaries, (b) more than 90% of the assets owned by the Company’s domestic
subsidiaries, other than real property, certain other assets and intercompany investments and balances and
(c) more than 95% of the accounts receivable and inventory directly owned by the Company’s domestic
subsidiaries.

The following supplemental financial information sets forth for the Company and its guarantor and
non-guarantor subsidiaries: the Condensed Consolidating Balance Sheets as of January 30, 2010 and January 31,
2009 and the Condensed Consolidating Statements of Income and Cash Flows for the years ended January 30,
2010, January 31, 2009 and February 2, 2008.

Form 10-K

99
 LIMITED BRANDS, INC.
CONDENSED CONSOLIDATING BALANCE SHEET
(in millions)
January 30, 2010
Consolidated
Limited Guarantor Non-guarantor Limited
Brands, Inc. Subsidiaries Subsidiaries Eliminations Brands, Inc.

ASSETS
Current Assets:
Cash and Cash Equivalents . . . . . . . . . . $ — $ 1,441 $ 363 $ — $1,804
Accounts Receivable, Net . . . . . . . . . . . — 191 28 — 219
Inventories . . . . . . . . . . . . . . . . . . . . . . . — 883 154 — 1,037
Deferred Income Taxes . . . . . . . . . . . . . — 34 (4) — 30
Other . . . . . . . . . . . . . . . . . . . . . . . . . . . — 107 54 (1) 160
Total Current Assets . . . . . . . . . . . . . . . . . . . — 2,656 595 (1) 3,250
Property and Equipment, Net . . . . . . . . . . . . . — 1,049 674 — 1,723
Goodwill . . . . . . . . . . . . . . . . . . . . . . . . . . . . — 1,318 124 — 1,442
Trade Names and Other Intangible Assets,
Net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — 420 174 — 594
Net Investments in and Advances to/from
Consolidated Affiliates . . . . . . . . . . . . . . . 12,746 11,997 6,511 (31,254) —
Other Assets . . . . . . . . . . . . . . . . . . . . . . . . . . 38 60 771 (705) 164
Total Assets . . . . . . . . . . . . . . . . . . . . . . . . . . $12,784 $17,500 $8,849 $(31,960) $7,173
LIABILITIES AND EQUITY
Current Liabilities:
Accounts Payable . . . . . . . . . . . . . . . . . . $ — $ 309 $ 179 $ — $ 488
Accrued Expenses and Other . . . . . . . . . 30 389 274 — 693
Income Taxes . . . . . . . . . . . . . . . . . . . . . 4 121 16 — 141
Total Current Liabilities . . . . . . . . . . . . . . . . . 34 819 469 — 1,322
Deferred Income Taxes . . . . . . . . . . . . . . . . . (9) 30 192 — 213
Long-term Debt . . . . . . . . . . . . . . . . . . . . . . . 2,723 608 81 (689) 2,723
Other Long-term Liabilities . . . . . . . . . . . . . . 25 551 170 (15) 731
Total Equity . . . . . . . . . . . . . . . . . . . . . . . . . . 10,011 15,492 7,937 (31,256) 2,184
Total Liabilities and Equity . . . . . . . . . . . . . . $12,784 $17,500 $8,849 $(31,960) $7,173

100
 LIMITED BRANDS, INC.
CONDENSED CONSOLIDATING BALANCE SHEET
(in millions)

January 31, 2009

Consolidated
Limited Guarantor Non-guarantor Limited
Brands, Inc. Subsidiaries Subsidiaries Eliminations Brands, Inc.

ASSETS
Current Assets:
Cash and Cash Equivalents . . . . . . . . . . $ — $ 938 $ 235 $ — $1,173
Accounts Receivable, Net . . . . . . . . . . . — 190 46 — 236
Inventories . . . . . . . . . . . . . . . . . . . . . . . — 1,026 163 (7) 1,182
Deferred Income Taxes . . . . . . . . . . . . . — 61 16 — 77
Other . . . . . . . . . . . . . . . . . . . . . . . . . . . — 128 72 (1) 199
Total Current Assets . . . . . . . . . . . . . . . . . . . — 2,343 532 (8) 2,867
Property and Equipment, Net . . . . . . . . . . . . . — 1,183 746 — 1,929
Goodwill . . . . . . . . . . . . . . . . . . . . . . . . . . . . — 1,318 108 — 1,426
Trade Names and Other Intangible Assets,
Net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — 421 159 — 580
Net Investments in and Advances to/from
Consolidated Affiliates . . . . . . . . . . . . . . . 12,659 11,720 9,100 (33,479) —
Other Assets . . . . . . . . . . . . . . . . . . . . . . . . . . 18 98 759 (705) 170
Total Assets . . . . . . . . . . . . . . . . . . . . . . . . . . $12,677 $17,083 $11,404 $(34,192) $6,972
LIABILITIES AND EQUITY
Current Liabilities:
Accounts Payable . . . . . . . . . . . . . . . . . . $ — $ 321 $ 173 $ — $ 494
Accrued Expenses and Other . . . . . . . . . 42 378 249 — 669
Income Taxes . . . . . . . . . . . . . . . . . . . . . — 35 57 — 92

Form 10-K
Total Current Liabilities . . . . . . . . . . . . . . . . . 42 734 479 — 1,255
Deferred Income Taxes . . . . . . . . . . . . . . . . . (2) 34 181 — 213
Long-term Debt . . . . . . . . . . . . . . . . . . . . . . . 2,895 609 83 (690) 2,897
Other Long-term Liabilities . . . . . . . . . . . . . . 46 570 131 (15) 732
Total Equity . . . . . . . . . . . . . . . . . . . . . . . . . . 9,696 15,136 10,530 (33,487) 1,875
Total Liabilities and Equity . . . . . . . . . . . . . . $12,677 $17,083 $11,404 $(34,192) $6,972

101
 LIMITED BRANDS, INC.
CONDENSED CONSOLIDATING STATEMENTS OF INCOME
(in millions)

2009
Consolidated
Limited Guarantor Non-guarantor Limited
Brands, Inc. Subsidiaries Subsidiaries Eliminations Brands, Inc.
Net Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ — $ 8,205 $ 2,314 $(1,887) $ 8,632
Costs of Goods Sold, Buying and Occupancy . . . . — (5,445) (1,907) 1,748 (5,604)
Gross Profit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — 2,760 407 (139) 3,028
General, Administrative and Store Operating
Expenses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (2) (2,043) (262) 141 (2,166)
Impairment of Goodwill and Other Intangible
Assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — — (3) — (3)
Net Gain (Loss) on Joint Ventures . . . . . . . . . . . . 9 — — — 9
Operating Income (Loss) . . . . . . . . . . . . . . . . . . . . 7 717 142 2 868
Interest Expense . . . . . . . . . . . . . . . . . . . . . . . . . . . (234) — (13) 10 (237)
Interest Income . . . . . . . . . . . . . . . . . . . . . . . . . . . — 12 — (10) 2
Other Income (Expense) . . . . . . . . . . . . . . . . . . . . — — 16 1 17
Income (Loss) Before Income Taxes . . . . . . . . . . . (227) 729 145 3 650
Provision (Benefit) for Income Taxes . . . . . . . . . . — 221 (19) — 202
Equity in Earnings, Net of Tax . . . . . . . . . . . . . . . 675 612 221 (1,508) —
Net Income (Loss) . . . . . . . . . . . . . . . . . . . . . . . . . 448 1,120 385 (1,505) 448
Less: Net Income (Loss) Attributable to
Noncontrolling Interest . . . . . . . . . . . . . . . . . . . — — — — —
Net Income (Loss) Attributable to Limited
Brands, Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 448 $ 1,120 $ 385 $(1,505) $ 448

2008
Consolidated
Limited Guarantor Non-guarantor Limited
Brands, Inc. Subsidiaries Subsidiaries Eliminations Brands, Inc.
Net Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ — $ 8,588 $ 2,396 $(1,941) $ 9,043
Costs of Goods Sold, Buying and Occupancy . . . . — (5,924) (1,959) 1,846 (6,037)
Gross Profit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — 2,664 437 (95) 3,006
General, Administrative and Store Operating
Expenses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (13) (2,093) (304) 99 (2,311)
Impairment of Goodwill and Other Intangible
Assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — — (215) — (215)
Net Gain (Loss) on Joint Ventures . . . . . . . . . . . . (9) (1) 119 — 109
Operating Income (Loss) . . . . . . . . . . . . . . . . . . . . (22) 570 37 4 589
Interest Expense . . . . . . . . . . . . . . . . . . . . . . . . . . . (176) (1) (16) 12 (181)
Interest Income . . . . . . . . . . . . . . . . . . . . . . . . . . . — 27 3 (12) 18
Other Income (Expense) . . . . . . . . . . . . . . . . . . . . — (1) 24 — 23
Income (Loss) Before Income Taxes . . . . . . . . . . . (198) 595 48 4 449
Provision (Benefit) for Income Taxes . . . . . . . . . . (1) 54 180 — 233
Equity in Earnings, Net of Tax . . . . . . . . . . . . . . . 417 544 309 (1,270) —
Net Income (Loss) . . . . . . . . . . . . . . . . . . . . . . . . . 220 1,085 177 (1,266) 216
Less: Net Income (Loss) Attributable to
Noncontrolling Interest . . . . . . . . . . . . . . . . . . . — — (4) — (4)
Net Income (Loss) Attributable to Limited
Brands, Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 220 $ 1,085 $ 181 $(1,266) $ 220

102
 LIMITED BRANDS, INC.
CONDENSED CONSOLIDATING STATEMENT OF INCOME
(in millions)

2007
Consolidated
Limited Guarantor Non-guarantor Limited
Brands, Inc. Subsidiaries Subsidiaries Eliminations Brands, Inc.

Net Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ — $ 9,096 $ 3,306 $(2,268) $10,134

Costs of Goods Sold, Buying and
Occupancy . . . . . . . . . . . . . . . . . . . . . . . . . — (6,146) (2,669) 2,190 (6,625)
Gross Profit . . . . . . . . . . . . . . . . . . . . . . . . . . — 2,950 637 (78) 3,509
General, Administrative and Store Operating
Expenses . . . . . . . . . . . . . . . . . . . . . . . . . . (9) (2,112) (564) 69 (2,616)
Impairment of Goodwill and Other
Intangible Assets . . . . . . . . . . . . . . . . . . . . — — (13) — (13)
Gain (Loss) on Divestiture of Express . . . . . . (6) — 308 — 302
Loss on Divestiture of Limited Stores . . . . . . (9) — (63) — (72)
Operating Income (Loss) . . . . . . . . . . . . . . . . (24) 838 305 (9) 1,110
Interest Expense . . . . . . . . . . . . . . . . . . . . . . . (144) — (16) 11 (149)
Interest Income . . . . . . . . . . . . . . . . . . . . . . . — 25 4 (11) 18
Other Income (Expense) . . . . . . . . . . . . . . . . 15 2 112 (1) 128
Income (Loss) Before Income Taxes . . . . . . . (153) 865 405 (10) 1,107
Provision (Benefit) for Income Taxes . . . . . . (2) 144 269 — 411
Equity in Earnings, Net of Tax . . . . . . . . . . . 869 896 473 (2,238) —
Net Income (Loss) . . . . . . . . . . . . . . . . . . . . . 718 1,617 609 (2,248) 696
Less: Net Income (Loss) Attributable to
Noncontrolling Interest . . . . . . . . . . . . . . . — — (22) — (22)

Form 10-K
Net Income (Loss) Attributable to Limited
Brands, Inc. . . . . . . . . . . . . . . . . . . . . . . . . $ 718 $ 1,617 $ 631 $(2,248) $ 718

103
 LIMITED BRANDS, INC.
CONDENSED CONSOLIDATING STATEMENT OF CASH FLOWS
(in millions)
2009
Consolidated
Limited Guarantor Non-guarantor Limited
Brands, Inc. Subsidiaries Subsidiaries Eliminations Brands, Inc.

Net Cash Provided by (Used for) Operating

Activities . . . . . . . . . . . . . . . . . . . . . . . . . . $(279) $1,004 $ 449 $— $1,174
Investing Activities:
Capital Expenditures . . . . . . . . . . . . . . . — (120) (82) — (202)
Net Proceeds from the Divestiture of
Joint Venture . . . . . . . . . . . . . . . . . . . — — 9 — 9
Proceeds from Sale of Assets . . . . . . . . . — — 32 — 32
Net Investments in Consolidated
Affiliates . . . . . . . . . . . . . . . . . . . . . . — — (29) 29 —
Other Investing Activities . . . . . . . . . . . (3) — 2 — (1)
Net Cash Provided by (Used for) Investing
Activities . . . . . . . . . . . . . . . . . . . . . . . . . . (3) (120) (68) 29 (162)
Financing Activities:
Proceeds from Long-term Debt, Net of
Discount and Issuance Costs . . . . . . . 473 — — — 473
Payments of Long-term Debt . . . . . . . . . (656) — — — (656)
Financing Costs Related to the
Amendment of 5-Year Facility and
Term Loan . . . . . . . . . . . . . . . . . . . . . (19) — — — (19)
Dividends Paid . . . . . . . . . . . . . . . . . . . . (193) — — — (193)
Net Financing Activities and Advances
to/from Consolidated Affiliates . . . . . 669 (381) (259) (29) —
Proceeds From Exercise of Stock
Options and Other . . . . . . . . . . . . . . . 8 — — — 8
Net Cash Provided by (Used for) Financing
Activities . . . . . . . . . . . . . . . . . . . . . . . . . . 282 (381) (259) (29) (387)
Effects of Exchange Rate Changes on Cash
and Cash Equivalents . . . . . . . . . . . . . . . . . — — 6 — 6
Net Increase (Decrease) in Cash and Cash
Equivalents . . . . . . . . . . . . . . . . . . . . . . . . . — 503 128 — 631
Cash and Cash Equivalents, Beginning of
Period . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — 938 235 — 1,173
Cash and Cash Equivalents, End of Period . . $ — $1,441 $ 363 $— $1,804

104
 LIMITED BRANDS, INC.
CONDENSED CONSOLIDATING STATEMENT OF CASH FLOWS
(in millions)

2008
Consolidated
Limited Guarantor Non-guarantor Limited
Brands, Inc. Subsidiaries Subsidiaries Eliminations Brands, Inc.

Net Cash Provided by (Used for) Operating

Activities . . . . . . . . . . . . . . . . . . . . . . . . . . $(174) $ 990 $ 138 $— $ 954
Investing Activities:
Capital Expenditures . . . . . . . . . . . . . . . — (366) (113) — (479)
Net Proceeds from the Divestiture of
Joint Venture . . . . . . . . . . . . . . . . . . . — — 159 — 159
Return of Capital from Express . . . . . . . — — 95 — 95
Net Investments in Consolidated
Affiliates . . . . . . . . . . . . . . . . . . . . . . — (30) (35) 65 —
Other Investing Activities . . . . . . . . . . . — (5) (10) — (15)
Net Cash Provided by (Used for) Investing
Activities . . . . . . . . . . . . . . . . . . . . . . . . . . — (401) 96 65 (240)
Financing Activities:
Payments of Long-term Debt . . . . . . . . . — — (15) — (15)
Dividends Paid . . . . . . . . . . . . . . . . . . . . (201) — — — (201)
Repurchase of Common Stock . . . . . . . (379) — — — (379)
Excess Tax Benefits from Share-based
Compensation . . . . . . . . . . . . . . . . . . — 1 1 — 2
Net Financing Activities and Advances
to/from Consolidated Affiliates . . . . . 724 (554) (105) (65) —
Proceeds From Exercise of Stock

Form 10-K
Options and Other . . . . . . . . . . . . . . . 30 — 1 — 31
Net Cash Provided by (Used for) Financing
Activities . . . . . . . . . . . . . . . . . . . . . . . . . . 174 (553) (118) (65) (562)
Effects of Exchange Rate Changes on Cash
and Cash Equivalents . . . . . . . . . . . . . . . . . — — 3 — 3
Net Increase (Decrease) in Cash and Cash
Equivalents . . . . . . . . . . . . . . . . . . . . . . . . . — 36 119 — 155
Cash and Cash Equivalents, Beginning of
Period . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — 902 116 — 1,018
Cash and Cash Equivalents, End of Period . . $ — $ 938 $ 235 $— $1,173

105
 LIMITED BRANDS, INC.
CONDENSED CONSOLIDATING STATEMENT OF CASH FLOWS
(in millions)
2007
Consolidated
Limited Guarantor Non-guarantor Limited
Brands, Inc. Subsidiaries Subsidiaries Eliminations Brands, Inc.

Net Cash Provided by (Used for) Operating

Activities . . . . . . . . . . . . . . . . . . . . . . . . . . $ (129) $ 922 $ (28) $ — $ 765
Investing Activities:
Capital Expenditures . . . . . . . . . . . . . . . — (473) (276) — (749)
Net Proceeds from the Divestiture of
Express . . . . . . . . . . . . . . . . . . . . . . . . — — 547 — 547
Proceeds from the Distribution from
Easton Town Center, LLC . . . . . . . . . — — 102 — 102
Proceeds from Sale of Assets . . . . . . . . . — — 97 — 97
Net Investments in Consolidated
Affiliates . . . . . . . . . . . . . . . . . . . . . . — 17 1,930 (1,947) —
Other Investing Activities . . . . . . . . . . . — — 33 — 33
Net Cash Provided by (Used for) Investing
Activities . . . . . . . . . . . . . . . . . . . . . . . . . . — (456) 2,433 (1,947) 30
Financing Activities:
Proceeds from Long-term Debt, Net of
Discount and Issuance Costs . . . . . . . 1,247 — — — 1,247
Payments of Long-term Debt . . . . . . . . . — — (7) — (7)
Dividends Paid . . . . . . . . . . . . . . . . . . . . (227) — — — (227)
Repurchase of Common Stock . . . . . . . (1,402) — — — (1,402)
Excess Tax Benefits from Share-based
Compensation . . . . . . . . . . . . . . . . . . — 23 5 — 28
Net Financing Activities and Advances
to/from Consolidated Affiliates . . . . . 436 112 (2,495) 1,947 —
Proceeds From Exercise of Stock
Options and Other . . . . . . . . . . . . . . . 75 — 7 — 82
Net Cash Provided by (Used for) Financing
Activities . . . . . . . . . . . . . . . . . . . . . . . . . . 129 135 (2,490) 1,947 (279)
Effects of Exchange Rate Changes on Cash
and Cash Equivalents . . . . . . . . . . . . . . . . . — — 2 — 2
Net Increase (Decrease) in Cash and Cash
Equivalents . . . . . . . . . . . . . . . . . . . . . . . . . — 601 (83) — 518
Cash and Cash Equivalents, Beginning of
Period . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — 301 199 — 500
Cash and Cash Equivalents, End of Period . . $ — $ 902 $ 116 $ — $ 1,018

106
ITEM 9. CHANGES IN AND DISAGREEMENTS WITH ACCOUNTANTS ON ACCOUNTING AND
FINANCIAL DISCLOSURE.
Information regarding changes in accountants is set forth under the caption “INDEPENDENT REGISTERED
PUBLIC ACCOUNTANTS” in our proxy statement to be filed on or about April 6, 2010 for the Annual Meeting
of Stockholders to be held May 27, 2010 (the “Proxy Statement”) and is incorporated herein by reference.

There were no disagreements with accountants on accounting and financial disclosure.

ITEM 9A. CONTROLS AND PROCEDURES.

Evaluation of disclosure controls and procedures. As of the end of the period covered by this report, we carried
out an evaluation, under the supervision and with the participation of our management, including our Chief
Executive Officer and Chief Financial Officer, of the effectiveness of the design and operation of our disclosure
controls and procedures, as such term is defined in Rules 13a-15(e) and 15d-15(e) of the Exchange Act. Based
upon that evaluation, our Chief Executive Officer and Chief Financial Officer concluded that as of the end of the
period covered by this report, our disclosure controls and procedures were adequate and effective and designed to
ensure that information required to be disclosed by us in reports we file or submit under the Exchange Act is
(1) recorded, processed, summarized and reported within the time periods specified in SEC rules and forms, and
(2) accumulated and communicated to our management, including our Chief Executive Officer and Chief
Financial Officer, to allow timely decisions regarding required disclosure.

Management’s Report on Internal Control Over Financial Reporting. Management’s Report on Internal Control
Over Financial Reporting as of January 30, 2010 is set forth in Item 8. Financial Statements and Supplementary
Data.

Attestation Report of the Registered Public Accounting Firm. The Report of Independent Registered Public
Accounting Firm on Internal Control Over Financial Reporting as of January 30, 2010 is set forth in Item 8.
Financial Statements and Supplementary Data.

Changes in internal control over financial reporting. In June 2009, Victoria’s Secret Stores implemented new

Form 10-K
supply chain management and finance systems and related processes in connection with an enterprise wide
systems implementation. Various controls were modified due to the new systems. Additionally, subsequent to
implementation, we established additional compensating controls over financial reporting to ensure the accuracy
and integrity of our financial statements during the post-implementation phase. We believe that the system and
process changes will enhance internal control over financial reporting in future periods. There were no other
changes in our internal control over financial reporting that have occurred which have materially affected, or are
reasonably likely to materially affect, our internal control over financial reporting.

ITEM 9B. OTHER INFORMATION.

Not applicable.

107
 PART III

ITEM 10. DIRECTORS AND EXECUTIVE OFFICERS AND CORPORATE GOVERNANCE.

Information regarding our directors is set forth under the captions “ELECTION OF DIRECTORS—Nominees
and Directors”, “—Director Independence”, “—Information Concerning the Board of Directors”, “—Committees
of the Board of Directors”, “—Communications with the Board”, “—Attendance at Annual Meetings”, “—Code
of Conduct and Related Person Transaction Policy”, “—Copies of the Company’s Code of Conduct, Corporate
Governance Principles and Related Person Transaction Policy and Committee Charters”, and “—Security
Ownership of Directors and Management” in the Proxy Statement and is incorporated herein by reference.
Information regarding compliance with Section 16(a) of the Securities Exchange Act of 1934, as amended, is set
forth under the caption “Section 16(a) Beneficial Ownership Reporting Compliance” in the Proxy Statement and
is incorporated herein by reference. Information regarding executive officers is set forth herein under the caption
“EXECUTIVE OFFICERS OF THE REGISTRANT” in Part I.

ITEM 11. EXECUTIVE COMPENSATION.

Information regarding executive compensation is set forth under the caption “COMPENSATION RELATED
MATTERS” in the Proxy Statement and is incorporated herein by reference.

ITEM 12. SECURITY OWNERSHIP OF CERTAIN BENEFICIAL OWNERS AND MANAGEMENT

AND RELATED STOCKHOLDER MATTERS.

Information regarding the security ownership of certain beneficial owners and management is set forth under the
captions “ELECTION OF DIRECTORS—Security Ownership of Directors and Management” in the Proxy
Statement and “SHARE OWNERSHIP OF PRINCIPAL STOCKHOLDERS” in the Proxy Statement and is
incorporated herein by reference.

The following table summarizes share and exercise price information about Limited Brands’ equity
compensation plans as of January 30, 2010.

(c) Number of securities

remaining available for
(a) Number of future issuance under
Securities to be issued (b) Weighted-average equity compensation
upon exercise of exercise price of plan (excluding
outstanding options, outstanding options, securities reflected in
Plan category warrants and rights warrants and rights column (a))

Equity compensation plans approved by security

holders (1) . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24,412,538 $17.26(2) 14,020,046
Equity compensation plans not approved by
security holders . . . . . . . . . . . . . . . . . . . . . . . . — — —
Total . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24,412,538 $17.26 14,020,046

(1) Includes the following plans: Limited Brands, Inc. 1993 Stock Option and Performance Incentive Plan
(2009 Restatement), Limited Brands, Inc. 1996 Stock Plan for Non-Associate Directors, 2003 Stock Award
and Deferred Compensation Plan for Non-Associate Directors, and Intimate Brands, Inc. 1995 Stock Option
and Performance Incentive Plan. In March 2002, awards then outstanding under the Intimate Brands, Inc.
plan were converted into awards relating to 15,561,339 shares of Common Stock in connection with the
merger of Intimate Brands, Inc. and a subsidiary of the Company.
(2) Does not include outstanding rights to receive Common Stock upon the vesting of restricted shares awards.

108
ITEM 13. CERTAIN RELATIONSHIPS AND RELATED TRANSACTIONS, AND DIRECTOR
INDEPENDENCE.
Information regarding certain relationships and related transactions is set forth under the caption “ELECTION
OF DIRECTORS—Nominees and Directors” and “—Director Independence” in the Proxy Statement and is
incorporated herein by reference.

ITEM 14. PRINCIPAL ACCOUNTANT FEES AND SERVICES.

Information regarding principal accountant fees and services is set forth under the captions “INDEPENDENT
REGISTERED PUBLIC ACCOUNTANTS—Audit fees”, “—Audit related fees”, “—Tax fees”, “—All other
fees” and “—Pre-approval policies and procedures” in the Proxy Statement and is incorporated herein by
reference.

Form 10-K

109
 PART IV
ITEM 15. EXHIBITS, FINANCIAL STATEMENT SCHEDULES

(a) (1) Consolidated Financial Statements

The following consolidated financial statements of Limited Brands, Inc. and subsidiaries are filed
as part of this report under Item 8. Financial Statements and Supplementary Data:
Management’s Report on Internal Control Over Financial Reporting
Report of Independent Registered Public Accounting Firm on Internal Control Over
Financial Reporting
Report of Independent Registered Public Accounting Firm on Consolidated Financial
Statements
Consolidated Statements of Income for the Years Ended January 30, 2010, January 31, 2009
and February 2, 2008
Consolidated Balance Sheets as of January 30, 2010 and January 31, 2009
Consolidated Statements of Total Equity for the Years Ended January 30, 2010, January 31,
2009 and February 2, 2008
Consolidated Statements of Cash Flows for the Years Ended January 30, 2010,
January 31, 2009 and February 2, 2008
Notes to Consolidated Financial Statements
(a) (2) Financial Statement Schedules
Schedules have been omitted because they are not required or are not applicable or because the
information required to be set forth therein either is not material or is included in the financial
statements or notes thereto.
(a) (3) List of Exhibits
3. Articles of Incorporation and Bylaws.
3.1 Certificate of Incorporation of the Company, dated March 8, 1982 incorporated by reference
to Exhibit 3.1 to the Company’s Annual Report on Form 10-K for the fiscal year ended
February 3, 2001.
3.2 Certificate of Amendment of Certificate of Incorporation, dated May 19, 1986 incorporated
by reference to Exhibit 3.2 to the Company’s Annual Report on Form 10-K for the fiscal
year ended February 3, 2001.
3.3 Certificate of Amendment of Certificate of Incorporation, dated May 19, 1987 incorporated
by reference to Exhibit 3.3 to the Company’s Annual Report on Form 10-K for the fiscal
year ended February 3, 2001.
3.4 Certificate of Amendment of Certificate of Incorporation dated May 31, 2001 incorporated
by reference to Exhibit 3.1 to the Company’s Quarterly Report on Form 10-Q for the quarter
ended May 5, 2001.
3.5 Amended and Restated Bylaws of the Company incorporated by reference to Exhibit 3 to the
Company’s Quarterly Report on Form 10-Q for the quarter ended May 3, 2003.
4. Instruments Defining the Rights of Security Holders.

110
 4.1 Conformed copy of the Indenture dated as of March 15, 1988 between the Company and The
Bank of New York, incorporated by reference to Exhibit 4.1 to the Company’s Registration
Statement on Form S-3 (File no. 333-105484) dated May 22, 2003.
4.2 Proposed form of Debt Warrant Agreement for Warrants attached to Debt Securities, with
proposed form of Debt Warrant Certificate incorporated by reference to Exhibit 4.2 to the
Company’s Registration Statement on Form S-3 (File no. 33-53366) originally filed with the
Securities and Exchange Commission (the “Commission”) on October 16, 1992, as amended
by Amendment No. 1 thereto, filed with the Commission on February 23, 1993 (the “1993
Form S-3”).
4.3 Proposed form of Debt Warrant Agreement for Warrants not attached to Debt Securities,
with proposed form of Debt Warrant Certificate incorporated by reference to Exhibit 4.3 to
the 1993 Form S-3.
4.4 Indenture, dated as of February 19, 2003 between the Company and The Bank of New York,
incorporated by reference to Exhibit 4 to the Company’s Registration Statement on Form S-4
(File no. 333-104633) dated April 18, 2003.
4.5 Five-Year Revolving Credit Agreement, dated as of October 6, 2004, among Limited
Brands, Inc., the Lenders party thereto, JPMorgan Chase Bank, as Administrative Agent, and
Bank of America, N.A. and Citicorp North America, Inc., as Co-Syndication Agents,
incorporated by reference to Exhibit 12(b)(i) to the Schedule TO filed by the Company with
the Commission on October 7, 2004.
4.6 Term Loan Credit Agreement, dated as of October 6, 2004, among Limited Brands, Inc., the
Lenders party thereto, JPMorgan Chase Bank, as Administrative Agent, and Bank of
America, N.A. and Citicorp North America, Inc., as Co-Syndication Agents, incorporated by
reference to Exhibit 12(b)(ii) to the Schedule TO filed by the Company with the Commission
on October 7, 2004.
4.7 Amendment and Restatement Agreement with respect to the Five-Year Revolving Credit
Agreement, dated as of October 6, 2004, among Limited Brands, Inc., the Lenders party
thereto, JPMorgan Chase Bank, as Administrative Agent, and Bank of America, N.A. and

Form 10-K
Citicorp North America, Inc., as Co-Syndication Agents, incorporated by reference to
Exhibit 12(b)(i) to the Schedule TO filed by the Company with the Commission on
October 7, 2004.
4.8 Amendment and Restatement Agreement with respect to the Term Loan Credit Agreement,
dated as of October 6, 2004, among Limited Brands, Inc., the Lenders party thereto,
JPMorgan Chase Bank, as Administrative Agent, and Bank of America, N.A. and Citicorp
North America, Inc., as Co-Syndication Agents, incorporated by reference to Exhibit
12(b)(ii) to the Schedule TO filed by the Company with the Commission on October 7, 2004.
4.9 Amendment and Restatement Agreement (Revolving Credit Agreement), dated as of
August 3, 2007, among Limited Brands, Inc., the Lenders party thereto, and JPMorgan
Chase Bank, as Administrative Agent, under the Amended and Restated Five-Year
Revolving Credit Agreement dated as of October 6, 2004, as amended and restated
November 5, 2004 and March 22, 2006, incorporated by reference to Exhibit 4.1 to the
Company’s Quarterly Report on Form 10-Q for the quarter ended August 4, 2007.
4.10 364-Day Revolving Credit Agreement, dated as of August 3, 2007, among Limited Brands,
Inc., the Lenders party thereto, and JPMorgan Chase Bank, as Administrative Agent,
incorporated by reference to Exhibit 4.2 to the Company’s Quarterly Report on Form 10-Q
for the quarter ended August 4, 2007.

111
4.11 Amendment and Restatement Agreement (Term Loans), dated as of August 3, 2007, among
Limited Brands, Inc., the Lenders party thereto, and JPMorgan Chase Bank, as
Administrative Agent, under the Amended and Restated Term Loan Agreement dated as of
October 6, 2004, as amended and restated as of November 5, 2004 and March 22, 2006,
originally incorporated by reference to Exhibit 4.3 to the Company’s Quarterly Report on
Form 10-Q for the quarter ended August 4, 2007. Refiled herewith as Exhibit 4.11.*
4.12 Amendment and Restatement Agreement (Term Loans), dated as of February 19, 2009,
among Limited Brands, Inc., the Lenders party thereto, and JPMorgan Chase Bank, as
Administrative Agent, under the Amended and Restated Term Loan Agreement dated as of
October 6, 2004, as amended and restated as of November 5, 2004, March 22, 2006 and
August 4, 2007, originally incorporated by reference to Exhibit 4.1 to the Company’s Form
8-K dated February 25, 2009. Refiled herewith as Exhibit 4.12.*
4.13 Indenture, dated as of June 19, 2009, among Limited Brands, Inc, the guarantors named
therein and The Bank of New York Mellon Trust Company, N.A., as trustee, incorporated by
reference to Exhibit 4.1 to the Company’s Form 8-K dated June 24, 2009.
4.14 Registration Rights Agreement, dated as of June 19, 2009, among Limited Brands, Inc., the
guarantors named therein and J.P. Morgan Securities Inc., as representative of the initial
purchasers, incorporated by reference to Exhibit 4.2 to the Company’s Form 8-K dated
June 24, 2009.
4.15 Amendment and Restatement Agreement (Revolving Credit Agreement), dated as of
March 8, 2010, among Limited Brands, Inc., the Lenders party thereto, and JPMorgan Chase
Bank, as Administrative Agent, under the Amended and Restated 5-Year Revolving Credit
Agreement dated as of October 6, 2004, as amended and restated as of November 5, 2004,
March 22, 2006 and August 4, 2007, and February 25, 2009, incorporated by reference to
Exhibit 4.1 to the Company’s Form 8-K dated March 9, 2010.
10. Material Contracts.
10.1 Officers’ Benefits Plan incorporated by reference to Exhibit 10.4 to the Company’s Annual
Report on Form 10-K for the fiscal year ended January 28, 1989 (the “1988 Form 10-K”).*
10.2 The Limited Supplemental Retirement and Deferred Compensation Plan incorporated by
reference to Exhibit 10.3 to the Company’s Annual Report on Form 10-K for the fiscal year
ended February 3, 2001.**
10.3 Form of Indemnification Agreement between the Company and the directors and executive
officers of the Company incorporated by reference to Exhibit 10.4 to the 1998 Form 10-K.**
10.4 Supplemental schedule of directors and executive officers who are parties to an
Indemnification Agreement incorporated by reference to Exhibit 10.5 to the 1998 Form
10-K.**
10.5 The 1993 Stock Option and Performance Incentive Plan of the Company, incorporated by
reference to Exhibit 4 to the Company’s Registration Statement on Form S-8 (File No. 33-
49871).**
10.6 The 1993 Stock Option and Performance Incentive Plan (1996 Restatement) of the
Company, incorporated by reference to Exhibit 4 to the Company’s Registration Statement
on Form S-8 (File No. 333-04941).**
10.7 The 1997 Restatement of Limited Brands, Inc. (formerly The Limited, Inc.) 1993 Stock
Option and Performance Incentive Plan incorporated by reference to Exhibit B to the
Company’s Proxy Statement dated April 14, 1997.**

112
 10.8 Limited Brands, Inc. (formerly The Limited, Inc.) 1996 Stock Plan for Non-Associate
Directors incorporated by reference to Exhibit 10.2 to the Company’s Quarterly Report on
Form 10-Q for the quarter ended November 2, 1996.**
10.9 Limited Brands, Inc. (formerly The Limited, Inc.) Incentive Compensation Performance Plan
incorporated by reference to Exhibit A to the Company’s Proxy Statement dated April 14,
1997.**
10.10 Agreement dated as of May 3, 1999 among Limited Brands, Inc. (formerly The Limited,
Inc.), Leslie H. Wexner and the Wexner Children’s Trust, incorporated by reference to
Exhibit 99 (c) 1 to the Company’s Schedule 13E-4 dated May 4, 1999.
10.11 The 1998 Restatement of Limited Brands, Inc. (formerly The Limited, Inc.) 1993 Stock
Option and Performance Incentive Plan incorporated by reference to Exhibit A to the
Company’s Proxy Statement dated April 20, 1998.**
10.12 The 2002 Restatement of Limited Brands, Inc. (formerly The Limited, Inc.) 1993 Stock
Option and Performance Incentive Plan, incorporated by reference to Exhibit 10.23 to the
Company’s Annual Report on Form 10-K for the fiscal year ended February 1, 2003.**
10.13 Limited Brands, Inc. Stock Award and Deferred Compensation Plan for Non-Associate
Directors incorporated by reference to Exhibit 4.1 to the Company’s Registration Statement
on Form S-8 (File no. 333-110465) dated November 13, 2003.**
10.14 Limited Brands, Inc. 1993 Stock Option and Performance Incentive Plan (2003 Restatement)
incorporated by reference to Exhibit 4.2 to the Company’s Registration Statement on Form
S-8 (File no. 333-110465) dated November 13, 2003.**
10.15 Limited Brands, Inc. 1993 Stock Option and Performance Incentive Plan (2004 Restatement)
incorporated by reference to Appendix A to the Company’s Proxy Statement dated April 14,
2004.**
10.16 Form of Aircraft Time Sharing Agreement between Limited Service Corporation and
participating officers and directors incorporated by reference to Exhibit 10.3 to the
Company’s Form 10-Q dated December 8, 2004.**

Form 10-K
10.17 Employment Agreement dated as of January 17, 2005 among Limited Brands, Inc., The
Limited Service Corporation and Martyn Redgrave incorporated by reference to Exhibit 10.1
to the Company’s Form 8-K dated January 19, 2005.**
10.18 Limited Brands, Inc. Stock Option Award Agreement incorporated by reference to Exhibit
10.29 to the Company’s Annual Report on Form 10-K for the fiscal year ended January 29,
2005.**
10.19 Form of Amended and Restated Aircraft Time Sharing Agreement between Limited Service
Corporation and participating officers and directors incorporated by reference to Exhibit
10.30 to the Company’s Annual Report on Form 10-K for the fiscal year ended January 29,
2005.**
10.20 Form of Stock Ownership Guideline incorporated by reference to Exhibit 10.32 to the
Company’s Annual Report on Form 10-K for the fiscal year ended January 29, 2005.**
10.21 Employment Agreement dated as of November 24, 2006 among Limited Brands, Inc.,
Victoria’s Secret Direct, LLC, and Sharen Jester Turney incorporated by reference to Exhibit
10.28 to the Company’s Annual Report on Form 10-K for the fiscal year ended February 3,
2007.**
10.22 Employment Agreement effective as of April 9, 2007 among Limited Brands, Inc. and Stuart
Burgdoerfer incorporated by reference to Exhibit 10.1 to the Company’s Form 8-K dated
April 11, 2007.**

113
 10.23 Amendment to Employment Agreement dated as of March 28, 2008 among Limited Brands,
Inc., and Sharen Jester Turney incorporated by reference to Exhibit 10.24 to the Company’s
Annual Report on Form 10-K for the fiscal year ended February 2, 2008.**
10.24 Limited Brands, Inc. 1993 Stock Option and Performance Incentive Plan (2009 Restatement)
incorporated by reference to Exhibit 99.1 to the Company’s Registration Statement on
Form S-8 (File no. 333-161841) dated September 10, 2009.**
10.25 Employment Agreement dated as of October 18, 2006 among Limited Brands, Inc., Bath &
Body Works Brand Management, Inc., and Diane L. Neal and Amendment to Employment
Agreement dated September 5, 2008 originally incorporated by reference to Exhibit 10.2 to
the Company’s Form 10-Q for the quarter-ended August 2, 2008. Refiled herewith as
Exhibit 10.25.**
12. Computation of Ratio of Earnings to Fixed Charges.
14. Code of Ethics—incorporated by reference to the definitive Proxy Statement to be filed on or
about April 6, 2010.
21. Subsidiaries of the Registrant.
23.1 Consent of Ernst & Young LLP.
24. Powers of Attorney.
31.1 Section 302 Certification of CEO.
31.2 Section 302 Certification of CFO.
32. Section 906 Certification (by CEO and CFO).

* Identifies instruments defining the rights of security holders that were re-filed in conjunction with the 2009
Form 10-K due to the omission of certain exhibits within the original filing.
** Identifies management contracts or compensatory plans or arrangements.
(b) Exhibits.
The exhibits to this report are listed in section (a)(3) of Item 15 above.
(c) Not applicable.

114
 SIGNATURES

Pursuant to the requirements of Section 13 or l5(d) of the Securities Exchange Act of 1934, the registrant has
duly caused this report to be signed on its behalf by the undersigned, thereunto duly authorized.

Date: March 26, 2010

LIMITED BRANDS, INC. (registrant)

By /s/ STUART B. BURGDOERFER

Stuart B. Burgdoerfer,
Executive Vice President,
Chief Financial Officer *

* Mr. Burgdoerfer is the principal financial officer and the principal accounting officer and has been duly
authorized to sign on behalf of the Registrant.

Pursuant to the requirements of the Securities Exchange Act of 1934, this report has been signed below by the
following persons on behalf of the registrant and in the capacities indicated on January 30, 2010:
Signature Title

/s/ LESLIE H. WEXNER** Chairman of the Board of Directors and

Leslie H. Wexner Chief Executive Officer

/s/ DENNIS S. HERSCH** Director

Dennis S. Hersch

/s/ JAMES L. HESKETT** Director

James L. Heskett

Form 10-K
/s/ DONNA A. JAMES** Director
Donna A. James

/s/ DAVID T. KOLLAT** Director

David T. Kollat

/s/ WILLIAM R. LOOMIS, JR.** Director

William R. Loomis, Jr.

/S/ JEFFREY H. MIRO** Director

Jeffrey H. Miro

/S/ JEFFREY B. SWARTZ** Director

Jeffrey B. Swartz

/s/ ALLAN R. TESSLER** Director

Allan R. Tessler

/s/ ABIGAIL S. WEXNER** Director

Abigail S. Wexner

115
 Signature Title

/S/ RAYMOND ZIMMERMAN** Director

Raymond Zimmerman
** The undersigned, by signing his name hereto, does hereby sign this report on behalf of each of the above-
indicated directors of the registrant pursuant to powers of attorney executed by such directors.

By /s/ MARTYN R. REDGRAVE

Martyn R. Redgrave
Attorney-in-fact

116
Executive Officers
Leslie H. Wexner Diane L. Neal

Chairman and Chief Executive Officer Chief Executive Officer

Limited Brands, Inc. Bath and Body Works

Martyn R. Redgrave Sharen J. Turney

Executive Vice President and Chief Administrative Officer President and Chief Executive Officer
Limited Brands, Inc. Victoria’s Secret

Stuart B. Burgdoerfer Jane L. Ramsey

Executive Vice President and Chief Financial Officer Executive Vice President, Human Resources

Company Information
Limited Brands, Inc. Limited Brands, Inc.

Board of Directors
Leslie H. Wexner 5 Jeffrey H. Miro 2, 4

Chairman and Chief Executive Officer, Limited Brands, Inc. Partner, Honigman Miller Schwartz and Cohn LLP
Columbus, Ohio Bloomfield Hills, Michigan

Dennis S. Hersch 3 Jeffrey B. Swartz

President, N.A. Property, Inc. President and Chief Executive Officer, The Timberland Company
New York, New York Stratham, New Hampshire

James L. Heskett 2, 4 Allan R. Tessler 1, 3, 4, 5

Baker Foundation Professor Emeritus, Graduate School of Chairman and Chief Executive Officer,
Business Administration, Harvard University International Financial Group, Inc.
Boston, Massachusetts Wilson, Wyoming

Donna A. James 1, 4 Abigail S. Wexner 3

Managing Director, Lardon & Associates LLC Attorney at Law

Columbus, Ohio Columbus, Ohio

David T. Kollat 2, 3 Raymond Zimmerman 1, 3

Chairman, 22, Inc. Chief Executive Officer, Service Merchandise, LLC

Westerville, Ohio Boca Raton, Florida

William R. Loomis Jr. 1, 3

Investor
Santa Barbara, California

1 Member of the Audit Committee

2 Member of the Compensation Committee
3 Member of the Finance Committee
4 Member of the Nominating and Governance Committee
5 Member of the Executive Committee
Company Information
Headquarters Annual Meeting of Stockholders

Limited Brands, Inc. 9:00 A.M., Thursday, May 27, 2010

Three Limited Parkway Three Limited Parkway
Columbus, Ohio 43230 Columbus, Ohio 43230

614.415.7000
www.LimitedBrands.com

Stock Exchange Listing Independent Public Accountants

New York Stock Exchange Ernst & Young LLP

Trading Symbol “LTD” Columbus, Ohio

Information Requests Stock Transfer Agent, Registrar and Dividend Agent

Through our Web site: www.LimitedBrands.com BNY Mellon Shareholder Services

P.O. Box 3338
Upon written request to: Limited Brands, Investor Relations South Hackensack, NJ 07606-1936
Three Limited Parkway
Columbus, Ohio 43230
866.875.7975
By calling: 614.415.6400 shrrelations@mellon.com

Limited Brands, Inc. Available on our Web site, www.LimitedBrands.com

Founded 1963 • Calendar of monthly sales and quarterly earnings dates

• Live webcasts of the quarterly earnings conference calls
as of January 30, 2010: • Audio replays of monthly sales and quarterly earnings calls.
Number of associates: 92,100 Replays are also available by dialing 1-866-NEWS-LTD
Approximate shareholder base: 145,000 (1-866-639-7583).
©2010 Limited Brands

NYSE Certification Statement

Our Chief Executive Officer and Chief Financial Officer have filed
the certifications required by Section 302 of the Sarbanes-Oxley
Act of 2002 with the Securities and Exchange Commission as
exhibits to our Form 10-K for the fiscal year ended January 30,
2010. In addition, our Chief Executive Officer filed a separate
annual certification to the New York Stock Exchange following
our annual shareholders’ meeting on May 28, 2009.
 ADMITTANCE SLIP
2010 ANNUAL MEETING OF STOCKHOLDERS

Date, Time and Place of Meeting:

Date: Thursday, May 27, 2010

Time: 9:00 a.m., Eastern Time

Place: Limited Brands, Inc.

Three Limited Parkway
Columbus, Ohio 43230

Attending the Meeting:

Stockholders who plan to attend the meeting in person must bring this admittance slip and a photo
identification to gain access. Because of necessary security precautions, bags, purses and briefcases may be
subject to inspection. To speed the admissions process, stockholders are encouraged to bring only essential items.
Cameras, camcorders or video taping equipment are not allowed. Photographs or video taken by Limited Brands
at the meeting may be used by Limited Brands. By attending, you waive any claim or rights to these photographs.

For more information about attending the annual meeting, please visit the website at
http://www.limitedbrands.com/faq/investor.jsp or contact Limited Brands Investor Relations at
(614) 415-7076.

Admittance Slip
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